Is 2026 The Year Alcohol Roars Back?

The headlines spell the end for booze: Executive departures, decline, doom.

The true story? It’s much more nuanced. 

In pockets, alc is flying. Gen Z participation is up. Spend is up. Dry Jan was the 'wettest' since 2014 according to The Times.

What’s clear - growth is up for grabs - if brands get it right.

Our latest pod challenges the doomsayers with a dose of confidence.

Last episode, we looked at the future of drinking through the no & low lens (thanks to Botivo’s Imme Ermgassen and Club Soda’s Laura Willoughby!)

This time, Booze fights back with an elite corner: MOTH Drink’s Rob Wallis, Paul Thomas, formerly of Diageo, Asahi and Suntory, and Tristram Coates of GHF.

This episode covers why:

• Alcohol brands need to get their fun back
• Premiumisation has become too prevalent
• ‘Share of entertainment’ is the new ‘share of throat’
• Brands are missing a trick by not supporting the on-trade enough

We hope you enjoy listening. 

Paul Thomas: https://www.linkedin.com/in/paul-thomas-8b903025/

Tristram Coates: https://www.linkedin.com/in/tristram-coates-9014151a5/

Rob Wallis: https://www.linkedin.com/in/%F0%9F%8D%B8-rob-wallis-162801113/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

What does it mean to ‘go for a drink’ in 2025, and what’s at stake for those vying for a place in everyone’s glass?

Gone are the days of the binary option. ‘Alcohol vs 0% beer’ has been replaced by functional beverages, ashwagandha, CBD and beyond.

Today’s episode of You, Me & CPG isn’t just about the future of drinking, but by proxy it’s the future of socialising, and we couldn’t be joined by three more important guests.

Laura Willoughby MBE (Club Soda Co-Founder), Imme Ergassen (Botivo Co-Founder) and Luis Osório (IWSR’s Head of Consumer Insights) see the glass half-full, but heed their warnings - there’s plenty for brands to reshape if they’re to fit the mould of the future…

This episode covers

• The new social perspective on drinking experiences 
• Functional beverages and blurred boundaries
• The real story behind rising moderation - less about abstinence, more about options
• Authenticity, storytelling, and brand craft as tools for market positioning
• Navigating the industry shift, and what the beverage sector must do to stay relevant 

Imme Ergassen

https://www.linkedin.com/in/immeermgassen/?originalSubdomain=uk

Luis Osório

https://www.linkedin.com/in/luismosorio/?originalSubdomain=uk

Laura Willoughby MBE

https://www.linkedin.com/in/laurawilloughby/?originalSubdomain=uk

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

The more that creativity makes people feel, the more that they’ll buy, give, vote and do.

That’s the sharp insight that can only be attributed to a powerhouse like John Kearon, a creative catalyst with a grip on the industry that few among us can comprehend.

He joins us on a fascinating episode of You, Me & CPG, as we look at how decisions follow emotions, what made the Dove ‘Real Beauty’ pitch such a work of genius, and the 80-20 rule which all the best innovative brands follow.

This episode covers

• Why election results are so predictable before campaigns even start
• The genius step that got Dove’s ‘Real Beauty’ campaign off the ground
• System 1 vs System 2 thinking
• What makes 80% familiarity and 20% novelty the perfect mix
• How emotions drive decision-making

John Kearon: https://www.linkedin.com/in/john-kearon-system1/
System1: https://system1group.com/
https://www.linkedin.com/company/system1group/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

No industry is static, nor can it stand on its own - the coalescence of beauty with health proves just as much.

Jess Glover remains on the forefront of such a movement, an aspirational marketer with roles formerly in Reckitt, L’Oreal, Coty and Haleon.

Now continuing to forge her path with Biomel, she shares the key to why consumers want the best of every world, and just how to give it to them…

This episode covers

• Why, and how, the beauty and health categories are blending
• Generational shifts in demands from FMCG products
• Increasing awareness for the gut health movement
• Quick fixes vs long term solutions
• Why you should sell your story to a toddler
• Her optimistic perspective on the future of the CPG industry

Jess Glover: https://www.linkedin.com/in/jessicaeglover/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

There’s seldom a more admirable sight in FMCG than a relentless desire for the best; it’s a trait worth its weight in gold.

James Dashwood Chase is an entrepreneur with pedigree, and his CV speaks volumes - Co-Founding Chase Distillery, Willys Apple Cider Vinegar, and Founder now of men’s health brand Baz & Co.

Joining Jamie Holtum this week on You, Me & CPG, James explains what drove their family farm’s successful diversification, how they built a brand that caught Diageo’s eye, and how to capitalise on a market that’s never been more perfect for men’s wellness.

This episode covers

• James’ family farm and their relentless desire for the best
• The unique dynamic of working with family
• Chase Distillery’s rise, and subsequent Diageo takeover
• Being in business for a good time, not a long time
• Sustainability’s value at the heart of brands

James Dashwood Chase: https://www.linkedin.com/in/jchasedistill/
Baz & Co.: https://bazandcoskincare.com/
https://www.linkedin.com/company/baz-co/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Tequila is among the fastest growing and most vibrant categories, with endorsements from famous faces pervading the space.

It takes a keen eye, love of the spirit, guts and an equally bold Co-Founder to find a gap in the market just as Jack Vereker has with El Rayo Tequila.

The brand has sprung into life to a stale space - Jack joins us to share just how he’s achieved this, how he’s learned to respect failure, and why he once thought marketing was ‘a joke’...

This episode covers

• Influencer marketing in the tequila space, and Jack’s dream celeb ambassador
• El Rayo’s focus on mixing as a differentiator
• How the brand grew from Jack and his Co-Founder’s humble beginnings as tequila lovers
• Jack’s respect for failure, and the value in it
• Managing the dynamic of childhood friendship with his Co-Founder

Jack Vereker: https://www.linkedin.com/in/jack-vereker-7311b476/
El Rayo Tequila: https://elrayotequila.com/
https://www.linkedin.com/company/el-rayo-tequila/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Entering the Dragon’s Den is often a real sink or swim moment, and under the pressure and watchful eyes of the nation, we saw Jasmine Wicks-Stephens shine.

Exiting the infamous entrepreneurial amphitheatre with three Dragons’ backing, it’s their praise of Jasmine’s character that should draw your attention to the Founder of two fantastic brands, Faace and Known.

She joins us on You, Me & CPG to pull back the curtain on the Den experience, detail her staggering path to achieving such success, and her place in the future of the beauty industry.

This episode covers

• The true Dragon’s Den experience, warts and all
• What makes Faace such a compelling proposition for its investors
• The care and ethos behind Jasmine’s no-nonsense brand
• How Jasmine masterfully balances her leadership of two brands 
• The future of sustainability in the beauty industry

Faace https://wearefaace.com/
https://www.linkedin.com/company/wearefaace/people/
Jasmine Wicks-Stephens https://www.linkedin.com/in/jasmine-wicks-stephens-b912641b/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Since You, Me & CPG’s inception we’ve played host to some incredible guests with insights from the very top of the industry. Where better to collate the very best than in one very special episode…

Episode 11 looks back on the masterful approaches to branding, leadership and career progression coming from the sector’s most prolific figures, from Diageo titans to M&C Saatchi Founding Directors.

This episode covers

• Jonathan Stordy’s ‘elephants and mice’ method for productivity
• Ollie Palmer’s approach to breaking huge tasks into building blocks
• David Kershaw’s experience with ‘brutal simplicity of thought’
• Stephen Robertson’s remarkable answer to our regular section, ‘That’ll Never Work’
• Sian Davies’ ownership of her decisions, choosing the right voices to heed

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Few names are more synonymous with an industry as M&C Saatchi is with the advertising industry, and the power of simple, effective advertising runs in David Kershaw’s DNA.

At the chaotic inception of the agency, ‘influence’ and ‘disruption’ were words that held gravitas, and David’s career to date shows just why M&C Saatchi has earned the right to use them.

Join us for David’s tales from the top, why the value of creativity isn’t what it once was, the power of being an ‘unreasonable creative’, and what current creative directors should learn from the greats.

This episode covers

• The chaotic background to M&C’s foundation
• Differences in the ad world between the 70s-90s and today
• The increased challenge of building creative trust
• M&C’s iconic brutal simplicity of thought
• The need for creatives to be unreasonable

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

The brands under Jeremy Lindley’s watch across many years are nothing short of iconic. So how do you balance the design legacy with a new age of ideas…

Diversity of thought and inclusive design are at the heart of Jeremy’s ethos and Diageo’s culture, but it’s exactly how this manifests in great design that makes his insights such a revelation to many.

Join us on You, Me & CPG as we share the unmissable benefits of inclusive design, how to cultivate an explosion of diverse thought, and the three word mantra that every design must live up to.

This episode covers

• Great examples of inclusive design on the web and beyond
• How to catch your subconscious biases
• Creating an environment for diverse thought to thrive
• The three words that form a central tenet to Diageo’s design
• How semiotics revolutionised Tesco’s design process
• The continuous premiumisation of the CPG industry

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

From Royal Wedding stunts to transforming a DIY giant, it’s safe to say that Stephen Robertson is a titan in the industry.

Now a Non-Executive Director at Timpson, Stephen’s career is brimming with accolades, and in a nation of shopkeepers, it’s the fascinating retail marketing world from which he has some of the most invaluable lessons

Stephen joins us on You, Me & CPG to detail the stories that made him entirely reframe his profession, demonstrate the new definition of brand loyalty, and reveals the only truly reliable form of market research…

This episode covers

• Whether brand loyalty is dead, or has simply evolved
• Collaboration vs tribalism
• Key differences between the approaches of product-led vs retail marketeers
• Timpson’s remarkable presence despite ‘not believing in marketing’
• The one and only type of market research that’s completely correct
• Reframing marketing as a cost

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

When you bring your whole, unfiltered self to your work, that’s where magic happens - if that’s true, then Mau Rutabingwa is a master magician.

Whether through her role as Head of Spirits Innovation for Africa at Diageo, or her musical artistry as Mau Roots, this week’s You, Me & CPG guest bucks trends boldly, often with incredible results.

She joins Jamie Holtum to share how you should embrace your identity at work, indulge in shared successes, and bring the fun back into this inherently creative industry.

This episode covers

• How Mau learned her true self, and how to bring it to her job role
• The benefits to all when we stop conforming
• Leadership being ever-more focused about bringing people on a journey
• Removing ego from the equation
• How to actually fulfil your 5 year vision
• Reframing failure

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

GLP-1s. Miracle weight-loss drugs. They’re the single most disruptive force that CPG has faced in decades. They shrink appetites, and if you’re not paying attention, could shrink your category too…

It's forecast to be a $150 billion industry by 2030, and by 2027 there’ll be GLP-1s available in pill format - food and drinks categories beware.

This week’s ‘You, Me & CPG’ features 4 of the brightest minds and most sound voices that you NEED to hear right now; Rob Hobson, Jonny Forsyth, Jennifer Dyne, and Dr Caroline Withers.

Their collective experience is impossible to ignore, so listen close as we explore how the recipe for success needs reformulating for a world where a personal miracle could become your business’ worst nightmare.

This episode covers

• How new innovations in medication are reshaping consumer behaviour
• The changing role of food in people’s lives, from emotional experiences to functional eating
• Brands’ urgent need to adapt and stay relevant through new product development
• Staying true to brand purpose and engaging consumers with genuine, emotionally resonant messaging
• The challenges and opportunities in educating consumers about nutrition, and how that feeds into buying habits

Rob Hobson

https://www.linkedin.com/in/robert-hobson-4493ab28/?originalSubdomain=uk

Jonny Forsyth

https://www.linkedin.com/in/jonny-forsyth-91914b23/?originalSubdomain=uk

Jennifer Dyne

https://www.linkedin.com/in/jennifer-dyne-49568325/?originalSubdomain=uk

Dr Caroline Withers

https://www.linkedin.com/in/caroline-withers-phd-07961958/?originalSubdomain=uk

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Jonathan Stordy’s CV reads like an industry’s greatest hits list; between Unilever, Diageo, Beam Suntory and San Miguel, we’re only scratching the surface…

With so many roles across so many territories, the experiences that Jonathan shares with us on You, Me & CPG define the blueprint for success as an industry leader.

Join us as he takes us through an illustrious career, touching on empathetic leadership, defining culture, surviving a cyber attack, and so much more.

This episode covers

• How power can change those in leadership
• Workplace happiness and wellbeing
• International differences between treatment of staff
• Staying resilient as a brand against a huge cyber attack
• Indispensable advice for early stage/graduate Brand Managers
• Comparing the industry across a 35 year career

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Rachel Roberts has never shied away from bucking trends and swimming against the tides, and her stellar journey so far is evidence enough of her excellence.

Now a global leader in premium spirits powerhouse Beam Suntory, she’s charged through a male-dominated industry, unyielding in her desire to create unique experiences.

Rachel joins us on You, Me & CPG to share the industry’s progress in equality (and where it’s yet to improve), the essential need for CPG brands to consider sustainability, the nuanced future of non-alc drinks, and so much more.

This episode covers

• Consumers’ consideration for sustainability in high-end spirits
• Creating bespoke non-alcoholic experiences that excel beyond the norm
• Rachel’s experience resisting those who dismiss female leaders’ strengths, valuing power over parity
• How she single handedly fought against a woeful UK maternity policy 
• The staggering pivot that Rachel and her team made when Covid interrupted a brand new business strategy

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Mark Scott’s illustrious history is dotted with a vast array of successful businesses, but his latest is in a niche of its own - beloved pet food brand Bella & Duke.

It’s a brand which, in 6 years, has amassed sales nearing 30 million, a 140-strong team, and orders of 3 million meals a month, a monumental feat demonstrating the power of finding what drives you forward.

Join Mark as he shares his highs & lows, and how they’ve informed a CPG journey that sees him fronting such a magical brand.

This episode covers

• The art of being a good salesperson
• Mark’s prolific history heading up so many businesses
• Being ‘caught out’ in a passionless role
• Businesses built on anger and passion
• Self-care, and leading by example with wellbeing

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Sian Davies has always been happy off-piste, whether it’s in her non-linear, international career, or her mountain marathoning. Both make her an unrivalled trailblazer.

She’s enjoyed a career that’s helped establish Seedlip as a boundary-pushing non-alcoholic innovator, and continues her stellar path as Diageo’s Global Head of Digital Consumer Insights.

This week on You, Me & CPG, we break down the risky-yet-rewarding path she’s taken, preserving a startup’s culture throughout Seedlip’s purchase, the thinking behind Guinness’ genius post-Covid campaign, and much more…

This episode covers

• Sian’s non-linear career, equipping her with unique experiences
• Whose opinions to value and whose to disregard when guiding your career
• Driving flexibility in the workplace though meaningful policy
• The cultural fit of a startup like Seedlip within Diageo
• Agency vs client side differences in approach
• How Sian ran a remarkable marathon while pregnant

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Ollie Palmer’s decorated career isn’t limited to startup success and roles with industry leaders, but athletic prowess.

From 10 years at Diageo to an influential journey so far with Caleño Drinks, Ollie’s adventure knows no bounds, whether in the CPG space or otherwise…

We catch up with Ollie as he shares the experiences from within the biggest drinks brand in the world, how to disrupt a space that’s ripe for the taking, and what makes the perfect background for a startup CEO.

This episode covers

• The business lessons from Ollie’s remarkable rowing achievements, and humility around them
• Disruption in the non-alcoholic spirits space
• Sales vs marketing as a CEO’s background
• Separating success from money and titles
• Ollie’s inspirational approach to the ‘5 year plan’

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Welcome to You, Me & CPG - the podcast series that delves deep beyond the label and learns from the people behind the products.

We’re kicking the series off with a guest who’s no stranger to launch-day success, selling 10,000 bags of coffee on Top of the Mornin’ Coffee’s very first day of re-launch, earlier this year...

With a career steeped in entrepreneurial brand spirit underpinned with a restlessness and relentless for improvement, it’s a pleasure to welcome Hugh Thomas onto the series premiere as he shares the importance of empathy, leaning into fear, and dedication to your mission.

This episode covers

● How Top of the Mornin’ sold 10 thousand bags of coffee on Day One

● Reflecting on the turbulent success and downfall of his brand, ‘Ugly

● Being an outlier and a disrupter at Kraft-Heinz and Vita Coco

● Whether the US West Coast is the birthplace of many CPG trends

● Branding as the confluence of art, science and vision

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Welcome to You, Me & CPG, the podcast brought to you by Haines, a brand strategy and innovation partner to some of the biggest and coolest brands in the world. 

Your host, Jamie Holtum, will take you beyond the label to uncover the brilliant minds behind your favourite products. This pod is about the personal as much as the professional - how do certain people in the industry rise so quickly? Make such creative impact? Do things with brands that we can just sit back and admire?

We'll spread across the CPG world, from food and drink to beauty and lifestyle, from the CEO to the Founder to the Rising Star. With marketing, innovation, sales & growth all hot topics. 

Perhaps you're in the CPG industry, want to break into it or simply learn from it.  If you're striving to get ahead, get creative and make a difference - either way this is the podcast for you. 

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Pip & Nut’s ascendence from fledgling brand to exemplary B Corp has proven a stale industry wrong; joy, quality and ethics can live in the same jar.

Pippa Murray is one of the UK’s brightest brand builders, and the impressive feat of Pip & Nut’s ascendence does not come at the expense of the environment.

Ethics can be expensive, which is what makes Pippa’s vision, resilience and razor sharp intuition magnitudes more valuable to a brand set to take over the industry’s top step.

Join us on You, Me & CPG this week to break down the ingredients that comprise Pip & Nut’s winning strategy…

This episode covers

• Pip & Nut’s natural brand evolution
• The ethics of innovation in a B Corp
• Balancing profit with purpose
• How a product range can influence your consumers’ habits
• The secret to disrupting a dusty market

Pippa Murray

https://www.linkedin.com/in/pippamurray/

Pip & Nut

https://www.pipandnut.com/

https://www.instagram.com/pipandnut/

https://www.linkedin.com/company/pipandnut/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Calm amid the chaos is a feeling which, if it could be bottled, is a no-brainer; Olivia Ferdi has achieved exactly that with TRIP…

The CBD drinks brand has previously featured in our ‘That Will Never Work’ segment of the podcast, so we just had to go beyond the label with its Founder & Co-CEO to find out why it doesn’t just work, but defies all strategic convention.

Olivia joins us to lift the lid on a brand which outsells 0% beers in Dry January, is stocked in over 25,000 stores, and shows absolutely no signs of slowing.

This episode covers

• The flexibility and family-driven entrepreneurship behind TRIP’s story
• Harnessing the power of emotional branding
• How TRIP overcame the typical trade-offs in wellness and functional beverages
• Changing consumer behaviours in socialising and wellness
• The power of passion, intuition, and willingness to take risks

Olivia Ferdi

https://www.linkedin.com/in/olivia-ferdi/

TRIP

https://drink-trip.com/

https://www.linkedin.com/company/tripdrinks/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

The playbook for today’s guest on You, Me & CPG is bold. It’s brave. It’s divisive. But above all else, it’s memorable.

As Carlsberg’s CMO, Yves Briantais intends to write the culture, not follow it. The aim is to elevate the brand to icon status, and it couldn’t be in better hands…

Yves draws on his extensive experience as he shares how to find the line between bold and reckless marketing, treating marketing like politics, and why imagining Carlsberg as a ‘health company’ might ensure its long-term survival.

This episode covers

• The importance of creative bravery, pushing marketing to be exceptional
• Brand reinvention in the modern market
• Holistic marketing; understanding the ‘why’ behind the ‘what’
• How to write the culture without being on the wrong side of it

Yves Briantais

https://www.linkedin.com/in/yves-briantais-4889502/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Saying ‘bye’ to beige in the cereal aisle in more ways than one, ‘Surreal’ is the prime example of a brand that’s genuinely fun, and unapologetically bold.

The humour that runs through ‘Surreal’ never undermines the very serious mission of its Co-Founder Jac Chetland; to disrupt the markets of both cereal and protein in equal measure…

Tongue-in-cheek and best-in-class, the story behind ‘Surreal’ is unmissable - so join Jac as he gets candid with Jamie Holtum on You, Me & CPG.

This episode covers

• Surreal’s genius social media hack to validate a product idea before its launch
• How Surreal can launch a product from scratch in under three weeks
• Overcoming unique manufacturing challenges to stay in control of their product
• How to harness humour and personality to stand out, without getting cancelled
• Invaluable sales learned from Jac’s inspired tenure at Vita Coco

Surreal
https://eatsurreal.co.uk/
https://www.instagram.com/eat_surreal/

Jac Chetland
https://www.linkedin.com/in/jac-chetland-9b14a690/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

David Lester’s career would be impressive enough from the past alone, but Olipop’s conquest of the US cements his efforts as a tour de force.

The prebiotic, RTD soda brand is a poster child for startup success, hot off the back of a decade in global experience, giving David an invaluable perspective like no other.

Join us on You, Me & CPG as we discover his great influences, California’s wonderful relationship with business failure, and why compounding decisions can be the difference in whether you sink or swim.

This episode covers

• The source of David’s sense of adventure
• Being wired to become an entrepreneur
• California’s VC haven and can-do mentality
• Why your bad decisions compound just the same as your good ones
• Learning through failure
• David’s view of accountability as empowerment

David Lester: https://www.linkedin.com/in/david-lester-4b71b512/
Olipop: https://drinkolipop.com/
https://www.instagram.com/drinkolipop/
https://www.linkedin.com/company/olipop-pbc/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

It takes years to make an overnight success, and when that success is sparked by your ‘first and only good idea’, you can’t help but think it’s something truly special.

Moth Drinks boldly leads its category, flying the flag for the RTD market. At its helm, Co-Founder Rob Wallis has a laser focus on doing one thing well - and they do it so unbelievably well…

Rob joins Jamie this week to share the secrets behind that iconic can, the UK vs US’ unique challenges, how to blend data with gut feel, and how to exploit your unfair advantages.

This episode covers

• Blending gut feel and data-driven decisions for the perfect results
• The two ways of doing new product development
• The psychology of why Covid was a turning point in consumer behaviour
• Differences in the category between the UK and the US 
• Creating a culture that works when you’re not in the room
• How to give yourself unfair advantages

Moth Drinks: https://mothdrinks.com/https://
www.instagram.com/mothdrinks/
https://www.linkedin.com/company/mothdrinks/
Rob Wallis: https://www.linkedin.com/in/%F0%9F%8D%B8-rob-wallis-162801113/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Paul Thomas’ honesty is an unstoppable force; his truth might make for uncomfortable listening, but it’s the only way he knows.

He’s amassed experience with Asahi, Guinness, Peroni and currently resides with Suntory, and has walked both sides of the client-agency line - so rare is it to hold so many insights within a single human brain…

Paul joins us on You, Me & CPG to break down the power that trust and honesty give you, he dispenses relationship counselling for research consultants struggling with brands, and gets to the root of marketing’s perception problem.

This episode covers

• The downside to ‘radical candour’
• Why marketing is described as ‘an industry full of lies and charlatanism’
• How to make research sexy
• The worst relationship that researchers can have with a company
• Being your full, unfiltered self in the corporate world

Paul Thomas: https://www.linkedin.com/in/paul-thomas-8b903025/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

The energy drinks category has grown year-on-year for three decades. Red Bull and Monster have dictated play; their high-octane branding has written the rulebook for how energy drinks show up on shelf and in culture.

But there’s a new wave of brands disrupting the category.

Tenzing - like their Everest-conquering sherpa namesake – are pioneering a new route, leading the way in what is a burgeoning natural energy subcategory. 

With a pointed perspective that ‘life is too good for bad energy’, Tenzing are tackling artificial ‘big energy’ head-on with 100% natural ingredients, low calories, and simply put, no junk. 

And not so coincidentally, their founder is ex-Red Bull.. Jamie Holtum recently sat down with Huib Van Bockel to talk all things good energy. Don’t miss out on the conversation.

Here’s what we discussed:

• Why life is too good for bad energy - unpacking the Tenzing ‘good energy mantra’
• How to truly adopt a challenger mindset in a big company
• Why format tweaks can instantly supersede brand and proposition
• Why the tough bits of founding a brand are often over-romanticised
• Scaling with outside investment, while staying mission‑led

Huib van Bockel: https://www.linkedin.com/in/huib-van-bockel-8454834/

TENZING: https://tenzingnaturalenergy.com/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Only a few years ago, if you wanted wine on-the-go your options were limited to the semi-palatable 187ml PET plastic bottle or its unhelpful sibling, the pseudo-wine glass with a foil lid. Neither have a great OTG consumption experience and where other categories brimmed with innovation - wine was far behind.

Cue NICE, who launched in 2019 on a mission to solve the ‘OTG wine headache’ with wine in a can. Wrapped in a bright, crowd-pleasing brand and aimed at democratising wine without compromising on its quality, NICE is a brilliant case study in how to break old category codes, while honouring the right traditions.

Fast forward to today, the category has evolved and so has NICE. Hot off an elevated rebrand designed to propel NICE far beyond its can-only origins, the future of wine is looking pretty NICE.

We caught up with co-founder Lucy Busk in the You, Me & CPG Studio to talk rebrand, cultural relevance and how to crush old codes for growth.

Here’s a snapshot of what we discussed:

1. How To Decide Which Category Traditions Break (And Which To Keep)
2. Why Wine Should Behave More Like A Beer In The On-Trade
3. How To Crack Cultural Relevance And Real Life Brand Building
4. Why Agency Relationships Are Critical to Creative Success
5. Why Low ABV is Part of Wines Future

Lucy Busk: https://www.linkedin.com/in/lucy-busk-wright-52966086/

Nice Drinks: https://nice-drinks.co.uk/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Tonic water is the classic challenger brand case study, and now it’s going through a second wave of disruption.

Two decades ago, the category was unloved - lacking vibrancy, cultural resonance and innovation.

Then Fever Tree came along and turned everything on its head by offering ingredient-driven premium mixers designed to elevate - not downgrade - their spirit counterparts.

Fast forward to 2026, Double Dutch is disrupting the category again with a voracious hospitality-first focus.

Extroverted and vibrant, their flavour-driven proposition might just be the perfect tonic for the struggling on-trade.

We sat down with co-founder and ‘tonic twin’ Raissa De Haas to chat challenger mindset, cultural relevance, and why focus is critical when the climate gets tough.

We hope you enjoy it, and a big thanks to Raissa for jumping into the studio.

This episode covers

• The Power of Doing One Thing Well
• The Challenger Brand Hack for Cracking Consumer Relevance
• Why Gen Z Want Feeling Before Function
• Why Hospitality-only Experiences Will Save the On-trade
• Why Big Companies often Overcomplicate NPD

Raissa de Haas

https://uk.linkedin.com/in/raissa-de-haas-02740a61

Double Dutch Drinks

https://doubledutchdrinks.com/

https://www.instagram.com/doubledutchdrinks/

https://www.linkedin.com/company/double-dutch-drinks/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Danone. Red Bull. Liquid Death. Karma Drinks… Ben Dando has seen the CPG drinks sector from every unfiltered angle..

En route, he’s picked up a truck-full of accolades, from Marketing Week’s Top 100 to THREE nominations for CEO of the Year. What Ben doesn’t know about drinks isn’t worth knowing.

Where does a CPG superstar go after such a career? Goodrays - a company whose past success proves his knowledge, and whose trajectory towards future success proves far more about his ambition, and the direction of the entire sector…

Within this episode of You, Me & CPG lies the blueprint to success in functional beverages, the key to why the UK is such a tough nut to crack, and the real levers behind sustainable growth in the next generation of drinks.

This episode covers

• How to Win in Functional Drinks (and Where the Category Is Heading)
• UK vs US: Cracking Tough Markets and Scaling Globally
• Careers, Pace and Operating at Multiple Levels
• Brand, Positioning and What Makes a CPG Brand Buyable
• Leadership, People and Building for the Long Term

Ben Dando: https://www.linkedin.com/in/bendando/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/