FREE LIVE WEBINAR
1st JULY 2026, 3:00pm BST
Discover why some drinks brands get ordered by name when others are forgotten
An honest Q&A style webinar with some of the sharpest minds in drinks marketing, effectiveness and creativity. You’ll learn why memorability matters more than attention alone, how distinctive brands win the shelf, the back bar and the buying decision, why brave creative decisions outperform safe ones and practical ways to build fame without simply increasing spend.
Anywhere you go, the back bar is crowded. The menu is a novel. Yet, in a split second, a choice is made.
The brands that come to mind win.
Success in the modern drinks industry isn't about the liquid alone. It's about mental availability. It's about being the first word out of a customer's mouth when the bartender asks, “What can I get you?”
This is why playing it safe comes at a cost. Consumers don’t remember safe. After all, the most expensive marketing isn’t the campaign that fails. It’s the campaign nobody remembers. This session explores what happens when brands choose memorability over conformity—and the commercial impact that follows.
Hosted by Neil Bennett
Chief Strategy Officer, The Behaviours Agency
Neil has spent over 20 years helping brands, including Stella Artois, Absolut, Jim Beam, Penfolds Wines and Heineken, build stronger, more memorable brands.
Joining him will be a hand-picked panel of industry leaders spanning drinks marketing, creativity and effectiveness.
Guest speakers will be announced soon.
Meet our speakers
Four people we hugely admire, each with a completely different perspective on what it takes to build brands people remember. Between them they bring over 50 years in the drinks industry and we can't wait to hear their takes on memorability, brand building and what it actually looks like from the inside.
Jason Dobson
Co-owned and led a drinks specialist agency working across the UK, US and international markets, now helping founders build brands that are distinctive, memorable and built to last.
Brand & Business Consultant
Alena Linhartova
The brains behind one of the most talked-about challenger brands in drinks right now. Hip Pop is an independent, award-winning functional drinks brand disrupting the soft drinks market.
Head of Marketing at HipPop
ex-VP Marketing Proximo, William Grant's
Andrew Nash
Over 20 years growing and premiumising spirits brands, turning portfolios around and connecting creative ambition with commercial delivery.
Chief Marketing Officer / Founder
DioniLife
Nik Keane
Global business transformer and founder of non-alc beverage platform DioniLife. Ex Diageo Global Brand Director Captain Morgan. Neil scales international brands through distinctive creative flair and collaborative leadership.
Head of Brand and Insights at Kingsland Drinks
Vicky Wood
A career spanning wine strategy, category management and brand building across some of the biggest names in drinks retail and wholesale.
What you’ll learn during this 60-minute live discussion
Why memorability is becoming the defining advantage in drinks marketing
How memory drives availability, consideration and choice long before purchase happens.
What memorable drinks brands do differently
The assets, behaviours and creative choices that help brands stick.
How to create distinctive work in complex organisations
Practical lessons from marketers who have successfully navigated stakeholders, approvals and risk.
Why creativity is still the biggest growth multiplier available
And why reducing risk often increases commercial cost.
How brands stay memorable over time
Building consistency without becoming predictable.
WHO SHOULD ATTEND?This session is designed for brand directors, marketing directors, senior brand managers, innovation teams, drinks founders and anyone responsible for growing a drinks brand.
Whether you’re managing a global spirits portfolio or building a challenger brand, you’ll leave with practical ideas you can apply immediately.