In this episode, Gordon sits down with Ard Bossema,  CMO, Director of Marketing & Strategy at Asahi Europe & International.
Ard brings a wealth of experience from the world of beer, brand building, and international marketing—alongside stories from Unilever, SAB Miller, and personal aha moments.

They dive into the “good old school” of marketing at Unilever and how beer brands help shape real memories, what great marketing has in common with old Italian grandmas and why brands, people and execution – in that order – really matter.

Ard also opens up about the balancing act between long-term brand building and short-term performance. He reflects on lessons from a numbers-driven mentor and how performance ultimately enables creative freedom. They discuss how marketing isn’t just about sales or brand—it’s about understanding the full journey from shopper to drinker, and why aligning across functions matters more than ever.

Looking ahead, Ard shares his excitement for the future of marketing—from AI and data making us sharper and more accountable, to the evolving world of beverages and non-alcoholic trends as well as exploring the marketing potential in the renewable energy space.

Tune in for a conversation about strategy, creativity, evolution and find out why even alcohol-free beer can taste like a win.