96. How Pabst is resurrecting their hard soda and creating their most durable innovation yet

This week host Jess Gaedeke is speaking to Lucienne Castillo, Senior Director of Consumer Insights and Strategy at Pabst Brewing Company. Blending nostalgia with cutting edge concepts, Pabst is bringing back to life Not Your Father’s Soda Pop. Lucienne takes us through the journey starting with the importance of learning from past experiences in bringing the product back to market, her insights on the balance between innovation and staying true to the core of the business through thoughtful and strategic innovation, and how consumer feedback, preferences, and the process of  ideation and testing underscores the consumer-centric approach in developing and launching a product.