Pouring Passion Into Brands: Diageo's Julie Yufe on Marketing Iconic Spirits

Julie Yufe, SVP of Vodka and Rum at Diageo, joins “Gen C” to discuss how the beverage giant balances global brand strategy with localized activations. She shares her approach to tapping into cultural moments like the Super Bowl through innovation and creator partnerships. Julie also explains why brand purpose is essential and how she stays inspired by trends across industries.

Links mentioned from the podcast:

• Binance made crypto perfume in a baffling attempt to woo women
• Public trust in AI is sinking across the board

Watch this episode on video:

• YouTube
• CoinDesk

Follow us on Twitter:

• Sam Ewen, Avery Akkineni, CoinDesk, Vayner3

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"Gen C" features hosts Sam Ewen and Avery Akkineni. Executive produced by Jared Schwartz and produced by Uyen Truong, with additional production assistance from Eleanor Pahl. Our theme music is "1882” by omgkirby x Channel Tres with editing by Doc Blust. Artwork by Nicole Marie Rincon.