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If we’re gonna take more risks in the future, I think those risks have to be about more
about letting consumers-- giving them more of a choice in what we’re making and having
a say in what we do. We tend to make products today in our own labs and do-- you know, we
bring consumers in to taste things, but imagine giving them the choice to get involved in
the brand more so? And I don’t mean crowd sourcing, but more so just having a voice
in how we go about talking to them about the brands. ‘Cause as we heard a lot today,
the consumer owns the brand. I mean we’re the stewards of it, they have the say and
they want to engage with brands like Jim Beam, like Makers Mark, which are big, big brands
for us. We have, you know, hundreds of thousands of ambassadors around the world talking about
brands. And they want to give their feedback about how we do things. And so it’s been
really valuable for us. And I think that allows us to take more risks, ‘cause you do have
some consumer based evidence to actually move forward with those risks.