Demystifying Gen-Z

The Biggest Mistakes Brands Make When Appealing to Only One Generation (Ending Up Alienating Existing Brand Users) and What to Do Instead

Today, I bring a fresh perspective to our conversation—a narrative about a brand's life cycle and how it weaves through the fabric of generations. I created this presentation for Park Street University at Bar Convent Berlin.

During my career in the industry, I've witnessed the evolution of brands across borders and generations. Take note: what seems like an overnight success is often a brand that has been quietly climbing for two decades. Aperol, Jameson, Hendrick's Gin – these names didn't always dominate bar menus.

Remember when a Negroni was a rarity? I do. I'd have to guide bartenders through the mix.