Marketing premium spirits with Paul Thomas, Suntory Global Spirits

In this episode, Simon and Laura dive into the evolving premium spirits category to learn about the consumer motivations behind alcohol purchasing decisions. They are joined by Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory, who shares insights on consumer planning, luxury goods spending, and brand marketing strategies. 

Paul discusses how consumer behaviour is shifting towards quality over quantity, the role of effective storytelling in brand marketing and authentic brand purpose in marketing. The episode also touches on how modern social trends influence purchasing decisions and how brands can navigate these changes.

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This is an 18Sixty production for The Forge.