033 | The Bottom-up Trade: aka where to build brands regardless if on or off-trade | Part 2/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK)

In Episode 033, I continued the conversation I had in episode 032 with Julian Marsili. He is a Global Drinks Brand Director who has many years of experience in the drinks business. He is behind the successful global rejuvenation of the Carlsberg brand, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat.

This is a two part-episode, so Don't forget to listen to episode 032 as well. I hope you will enjoy our chat.

Time Stamps

(00:35); The Bottom-up Trade

(02:45); Target Spaces

(07:23); Recovering Brand Essence

(12:24); Marketeer Disconnection From Trade

(19:57); 1% Everyday

(25:30); Distinctiveness Vs Differentiation