<p>In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter speak with Matt Blevins, Chief Marketing Officer at Heaven Hill Brands.</p><p>Matt shares why long-term brand building remains essential in the spirits category and how disciplined measurement guides smarter decision-making. He explains how digital discovery, from YouTube mixology to Reddit communities, shapes in-store behavior, and why premiumization, moderation, and innovation are the real forces reshaping today’s beverage alcohol landscape.</p><br><p>Additionally, he also breaks down how Heaven Hill decides when to modernize a brand, why nuance is missing from industry headlines, and what it takes to stay grounded in consumer truth while the marketing world chases real-time optimization.</p><br><p>Key takeaways</p><ul><li>Long-term brand building and strategic patience remain essential in spirits</li><li>Digital discovery now heavily shapes in-store purchase decisions</li><li>Premiumization, moderation, and innovation continue to drive category trends</li><li>Brand modernization works best when rooted in product truth and distinctiveness</li></ul><p><br></p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>