In this Greatest Hits episode of Getting to Aha!, Darshan Mehta is joined by Ila Byrne, Co-Founder and Chief Marketing and Innovation Officer at Parch Spirits Co. Together, they delve into why you should always keep your finger on the pulse of your chosen industry; how the alcohol market is experiencing a massive shake-up; and why constant curiosity and observation are key to figuring out consumer insights.

Ila Byrne is a successful multi-brand creator and beverage innovator with a passion for the future of holistic drinking. She led innovation strategy and ideation for Diageo North America for five years. Her strategic recommendations on ‘Drinking Better’ led to a shift in the global business vision for Diageo to address the 'low & no' opportunities. In 2019, Forbes named her as one of the "Women Running the Liquor World." She has over fifteen years of international marketing and innovation expertise and is an Effie-winning creative force with strong cultural acumen and a passionate desire to improve the world through sustainable ideas.

KEY TAKEAWAYS

👉 The Power of Curiosity in Entrepreneurship: Ila owes her success in consumer insights to constant curiosity and observation. It’s about observing how people engage, whether watching certain TV shows or noticing behaviors in different industries. She’s constantly curious about why different things connect with people, which has helped her become the best entrepreneur possible. Those in the entrepreneurial space would do well to imitate her and learn and gather as much information as possible.

👉Rising Spirits: Changing Consumer Preferences: Over the last decade, beer and wine have declined in popularity in the alcohol market, and spirits are constantly increasing. That’s mainly owed to the fact that people believe they don’t give them much of a hangover, and people are now, more than ever, educated on how alcohol works. This is something Ila has obsessively researched and has integrated into her business, enabling her to create the best brand she can.

👉Embracing the New Drinking Culture: The modern drinker is, at the moment, someone who abandons rituals and remains their true self rather than their artificial self. Ila has tapped into this, overcoming old rituals and making it a point to say ‘We’re not anti-alcohol, we’re pro-moderation and advocates for information’. At Parch, they want people to make their own informed choices and grant them the ability to make them. She admits that they’re not quite there yet, they’re only just beginning to talk to liquor stores.

Listen Now!
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And connect with the host and guests here:
Darshan Mehta on Linkedin - https://www.linkedin.com/in/darshan--mehta
iResearch website - https://iresearch.com
Ila Byrne On LinkedIn: https://www.linkedin.com/in/ila-byrne-228283/
Parch Spirits On LinkedIn: https://www.linkedin.com/company/parchspiritsco/