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Diageos Catharina Von Franck features on podcast

Diageo's Catharina Von Franck features on podcast

 July 06, 2022

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Diageo believes the most inclusive and diverse culture makes for a better business and a better world. The company champions inclusion and diversity across its business, with its partners and communities, celebrating diversity and helping to shape a more tolerant society.

Diageo On-Trade Sales Director GB, Catharina Von Franck, joined the Evening Standard's How To Be a CEO podcast, to share valuable insights on the company's ongoing support for the hospitality sector, brand building, and the opening of Diageo's new headquarters in London.

Understanding the heritage of brands 

Discussing the heritage of brands like Guinness and Johnnie Walker, Catharina said: "There's a real respect that we try to demonstrate as temporary custodians of these brands and recognising the heritage and where they've come from. And there's actually an element of, I think, creativity and also disruption in each of these brands and how they were created. So, for example, I look at Arthur Guinness, he was making stout where everybody else was making pale beer. He made a really full flavoured, strong and dark one."

How to be a CEO talks to leading business people who share their tips on how to get to the top and stay there.

Listen to the podcast featuring Catharina.

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