Operating in a declining category can often feel difficult - where’s the opportunity? What’s the point of investing in a market that’s declining?

But for Grant McKenzie, former-CMO of Asahi, it’s exactly because a category is declining, that brands should be excited.

His view: “It might be easier to make money in a declining market than it is in a growing one.”

Grant has a huge amount of experience working in declining categories, most notably beer, turning brands from regular players to category leaders - and making big profits along the way.

In this episode of The Persuasion Game podcast, he shares his experiences  about the different levers marketers can pull to grow in a category that’s in decline.

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This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(02:51) Strategies for growth in declining categories

(04:08) How Grant tripled beer sales

(05:54) Look for the people who’ve given up

(19:52) Innovation and Long-Term Strategies

(22:05) Private labels