Denholm's research project in 10 questions is an ongoing interview series exploring our distinct global FMCG community. The participants choose five of ten questions. Curated by our own Paul McKernan it features notable figures from the world of Scotch whisky, premium spirits and food & drink answering rapid-fire questions to define the modern FMCG ethos. The project acts as the conversational backbone of Denholm's wider "Community as a Form of Research" campaign.
Daryl Haldane, Global Private Client Director at Suntory Global Spirits:
Q1. What do you think is the biggest current opportunity in your industry?
Turning consumers into advocates. The brands that create genuine experiences and communities will win far beyond the point of purchase. So many consumers I meet have huge amounts of passion and curiosity, and I think businesses struggle to understand how to harness it properly.
Q3. What advice would you give your younger self to get on in their career?
Do more of what excites you and what ultimately makes you happy.
Q4. What do you prefer: beach, forest, mountain, river or city?
Beach all day. Ideally with a football and a cold beer.
Q6. What’s the best question to ask to get to know a person?
"What are you passionate about when nobody's paying you to care?"
The answer tells you almost everything.
Q8. What’s your favourite word?
Holiday
Lawrence Brooks, Head of Specialist & Prestige Channel at Loch Lomond Group:
Q1. What do you think is the biggest current opportunity in your industry?
Brands and products that offer great value for money, shoppers are still out there and are willing to spend money on great value whiskies. Value and cost are two very different things!
Q3. What advice would you give your younger self to get on in their career?
Try everything, get breadth to your experience wherever possible and don't get stuck in a linear career journey
Q8. What's your favourite word?
YES!
Q9. What are your thoughts on AI in your industry?
Great for building strategy and plans but the Whisky industry is built on people, heritage and storytelling. AI can't replicate that
Q10. Name a film, book, music album or podcast that changed your life?
Oasis: Definitely Maybe... a cultural shift for the UK and for 17 year old me.
