Episode 56: Innovating in the spirits sector

This episode of Food to Go is brought to you in partnership with Merck Life Science. To learn more about how Merck can help you maintain high standards of safety and quality, click here. 

In the latest episode of Food to Go, brought to you by the New Food team, Craig van Niekerk, Vice President of Marketing for Malibu and Kahlúa at The Absolut Group, sits down with Grace Galler to discuss the company’s efforts to drive innovation in the spirits sector. 

Beginning the conversation, Craig discusses Malibu’s mission to “liberate sunshine”, and shares with us how Malibu is continuously innovating in order to be able to remain an industry leader and to be able to “bring out the spirit of summer and enable good times” for consumers.

Then, Grace and Craig delve into some of Malibu’s most recent industry-leading collaborations, including the company’s latest partnership with Oatly to launch the new Piña Oatlada soft serve, and discusses the importance of catering to a variety of consumer preferences in an ever-changing market.

To end the discussion, Craig considers how the industry must adapt in order to meet the demand for more low/ no alcohol options as consumer demand for such options increases, and shares his thoughts on whether there will always be a place for alcohol in the beverage sector of the future. Finally, find out from Craig what he thinks the future of the alcohol will look like in five years’ time, and what exciting new projects are set to come from Malibu in the near future.

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