You, Me & CPG by Haines
Welcome to You, Me & CPG, the podcast that cuts through the noise to
make sense of some of the biggest shifts reshaping the CPG industry.
Your host, Jamie Holtum, will take you beyond the label to focus on the
topics that matter - the meaty, useful and relevant issues that are keeping
CPG leaders up at night.
Our ambition is simple. We want you to leave with genuine real-world
implications you can take back to your team. Ideas that unlock growth,
challenge assumptions and reframe some of the ways your business thinks
or does things.
Brought to you by Haines, a dedicated CPG growth partner working non-
stop on the future of food, drink and wellbeing, You, Me & CPG uncovers
the conversations behind the briefs, where strategy meets reality and big
decisions are made.
Whether you’re a global giant or insurgent upstart, if you want to make an
impact – this podcast if for you.
Learn more and follow the journey at: https://www.hainesmcgregor.co.uk/
You, Me & CPG by Haines
What is The Future of Drinking? Designing Drinks in a World Where Experience Trumps ABV #25
What does it mean to ‘go for a drink’ in 2025, and what’s at stake for those vying for a place in everyone’s glass?
Gone are the days of the binary option. ‘Alcohol vs 0% beer’ has been replaced by functional beverages, ashwagandha, CBD and beyond.
Today’s episode of You, Me & CPG isn’t just about the future of drinking, but by proxy it’s the future of socialising, and we couldn’t be joined by three more important guests.
Laura Willoughby MBE (Club Soda Co-Founder), Imme Ergassen (Botivo Co-Founder) and Luis Osório (IWSR’s Head of Consumer Insights) see the glass half-full, but heed their warnings - there’s plenty for brands to reshape if they’re to fit the mould of the future…
This episode covers
- The new social perspective on drinking experiences
- Functional beverages and blurred boundaries
- The real story behind rising moderation - less about abstinence, more about options
- Authenticity, storytelling, and brand craft as tools for market positioning
- Navigating the industry shift, and what the beverage sector must do to stay relevant
Imme Ergassen
https://www.linkedin.com/in/immeermgassen/?originalSubdomain=uk
Luis Osório
https://www.linkedin.com/in/luismosorio/?originalSubdomain=uk
Laura Willoughby MBE
https://www.linkedin.com/in/laurawilloughby/?originalSubdomain=uk
Jamie Holtum
https://www.linkedin.com/in/jamie-holtum-85b79634/
Haines
