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"All of us feel a great deal of responsibility" - just-drinks meets Hector Gorosabel, Asahi Europe CEO - Part II 10 May 2018

Andy Morton

After leading the sell-off of SABMiller's European beer brands to Asahi, Hector Gorosabel was then hired by the Japanese group to take them to a new audience, as CEO of its European office. In the second of just-drinks' two-part interview (click here for part I), Gorosabel discusses how the old SAB playbook is still in use, the challenges of brewing Asahi Super Dry in Europe, and why the health & wellness trend shouldn't frighten the beer industry.

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"At SABMiller, we went through a bit of disbelief and almost denial" - just-drinks meets Hector Gorosabel, Asahi Europe CEO - Part I 8 May 2018

Andy Morton

As the man in charge of Peroni Nastro Azzurro, Grolsch and SABMiller's other European brands sold off after its takeover, Hector Gorosabel had a front-row seat for the dismantlement of one of the world's major brewers. Then, Asahi came calling and offered him the chance to lead his former charges in a fresh direction for the Japanese giant. In a two-part interview with just-drinks, Gorosabel discusses how he came to accept his new role, and reveals the behind-the-scenes emotions as SABMiller went out of existence.

Dierks Bentley fronts new Pepsi ad as PepsiCo goes country - video 24 May 18

Andy Morton

PepsiCo has hired country singer Dierks Bentley to front its latest activation for Pepsi as the brand ramps up its country-music associations.

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Britvic unveils US$4m 'Find Your Mojo' ad for J2O 24 May 18

Andy Morton

European soft drinks maker Britvic has launched a GBP3m (US$4m) marketing campaign in the UK for its J2O brand.

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Pernod Ricard signs up Nick Jonas for Malibu Games influencer event 23 May 18

Andy Morton

Pernod Ricard's Malibu brand is to host a three-day beach sports tournament in Vietnam, featuring Grammy-nominee Nick Jonas and 30 social media influencers.

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Stoli Group releases Harvey Milk-themed Stoli pack in US 23 May 18

Olly Wehring

The US arm of Stoli Group is commemorating the "life and legacy" of Harvey Milk, the country's first openly-gay elected official, with a limited-edition pack offering of its namesake vodka brand.

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Accolade Wines readies this season's Hardys cricket push 23 May 18

Olly Wehring

Accolade Wines has lined up a GBP1m (US$1.3m) spend in the UK for Hardys, in its latest cricket-themed activation for the wine brand.

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Drinks companies chip in as NBA sponsorship tops US$1bn – figures 23 May 18

Lucy Britner

Jersey sponsorship has helped push sponsor revenues for the National Basketball Association in the US over the US$1bn mark, according to new figures, with several drinks companies contributing to the pot.

Brewers Association "bid" to buy Anheuser-Busch InBev strikes a chord 17 Oct 17

Andy Morton

Is this a case of if you can't beat them, buy them?

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When life gives you lemons, make soap 9 Feb 17

Lucy Britner

Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap.