Rebecca Martinez

This split at Kraft Heinz is a timely reminder that portfolio strategy must be a permanent discipline for marketers and corporate leaders alike. As markets change, our role as marketers is to continuously unlock value — at the brand level and at the corporate level — through disciplined portfolio management and long-term decision-making that adapts to shifting opportunities. Here are some thoughts that these news sparked in my mind. 1️⃣ FOCUS PORTFOLIO MANAGEMENT AS A CORE, LONG-TERM COMPETENCY The Kraft Heinz breakup underscores that scale alone is not enough: companies need the governance, analytics and commercial skills to steer portfolios across economic cycles and changing consumer preferences. Portfolio decisions are strategic and often horizoned at 5-10 years; organizations must build the capability to renew, reprioritize and restructure with that timeframe in mind. 2️⃣ MOVE WITH THE MARKET WHILE PROTECTING BRAND-LEVEL VALUE. Markets are moving faster than ever, so companies must accelerate decision velocity, but one constant remains - each brand must create distinct value. Where brand-level investment and relevance slip, intrinsic value erodes and assets become candidates for de‑prioritization, sale or elimination. Mergers and splits should therefore follow a clear logic of synergies; when those synergies change, so must the portfolio. 3️⃣ PRACTICAL HUMILITY: MERGERS AND SPLITS ARE PART OF A CONTINUOUS SWING The pendulum between consolidation and dispersion is normal. It is important to manage it intentionally. Restructurings demand careful disentanglement of capabilities, systems and culture, plus leadership continuity. Done well, breakups (or combinations) can free up focus and investment; done poorly, they leave value on the table. Wishing the best future for the KraftHeinz brands, the new companies, the people who steward them, and the shareholders who depend on disciplined, forward-looking decisions. For marketers, unlocking value is not a one-off project — it is a permanent requirement at both the brand and corporate level. Exciting times ahead. Thanks Carlos Abrams-Rivera for publicly sharing this video. #marketing #branding #management #mentoring

3

Cinemark adds 20 new ScreenX locations 🎥✨🌍 CJ 4DPLEX and Cinemark are expanding their partnership with 20 more #ScreenX auditoriums across the U.S. and Latin America. Eighteen will open in the U.S. between 2025 and 2026, while 2025 will also see Cinemark debut ScreenX in Latin America. ScreenX surrounds audiences with a 270-degree panoramic view, extending scenes onto the side walls for an immersive, story-driven experience. The companies first teamed up on ScreenX in 2022, and the format has quickly proven popular with moviegoers. More immersive cinema experiences are on the way! 📈🍿📍 https://lnkd.in/gzhj_Qxn #CinemaTechnology #ImmersiveCinema #FilmExhibition #MovieIndustry

4

Vertical Reps has added production company Local Boy to its roster for commercial representation, with founder and executive producer Scott Dodoro partnering with rep Marc Dixon [pictured]. Read more https://lnkd.in/ecYmpdw7

1

Sony Pictures Television Acquires Majority Stake In 32 Flavors To Expand Premium Unscripted Portfolio: Sony Pictures Television announced it has acquired a majority interest in Alex Baskin’s production company, 32 Flavors, as the studio continues expanding its premium unscripted programming business. The post Sony Pictures Television Acquires Majority Stake In 32 Flavors To Expand Premium Unscripted Portfolio appeared first on Pulse 2.0.

2

Just days after Pernod Ricard and Brown-Forman confirmed they are in talks toward a potential merger, the Wall Street Journal reported that Sazerac has also approached Brown-Forman about a potential tie-up, citing sources familiar with the matter. Neither company has commented on the report, which has sent Brown-Forman’s stock up 14% today. #spiritsindustry https://lnkd.in/eqhtUhRw

46

Craft beer may have transformed the American palate, but how does it stay ahead when competition is everywhere? Bart Watson, President & CEO of the Brewers Association shares how on episode 159 of the Associations Thrive podcast. Tune in to hear how the industry is evolving and how the association is helping small brewers thrive. #AssociationsThrive #CraftBeer #BrewersAssociation #AssociationLeadership #NonprofitCEO #BeerIndustry #Podcast

7

After a successful, gut-driven launch in Ireland, The HEINEKEN Company USA CEO Maggie Timoney tells WSJ's Emily Glazer that the company brought Heineken 0.0, an alcohol-free beer, to the U.S. market with almost "no real consumer research." Here is her advice on why leaders must learn to balance both the art and the science of running a company. Watch the full conversation from our December CEO Council Summit: https://lnkd.in/eU-QfzUV #ConsumerTrends #Leadership #Innovation

8

We're thankful to share Common Ground in creative ways during our global launch on Prime Video & Amazon MGM Studios. From farm to market to table, our food system needs to be regenerative, and Whole Foods Market commitment to that supply chain is helping to lead the way. "Working with suppliers, scientists, experts and other committed organizations, we’re learning how #regenerativeagriculture can help evolve the growing, harvesting and producing of crops for food and other products. We are committed to supporting and elevating regenerative agriculture and the farmers and ranchers who focus on soil health. We’re also taking action to help maintain the integrity of the term “regenerative” in the industry and for consumers." Learn more about Whole Foods commitment to regenerative agriculture: https://lnkd.in/e8Ndis_4 Thank you Whole Foods, Ann Marie Hourigan, Prime Video, and Kiss The Ground for this collaboration! Watch Common Ground film: https://lnkd.in/e2kabdpZ

64

4 Comments

What’s trending? Hint: fresh wins. Consumers are craving real juice experiences, and the numbers prove it. The fresh juice market is projected to hit $231 billion by 2030, growing at 6.4% annually. Megan Dyer, our Director of Key Accounts, shares fresh insights in a new article that proves consumers are craving real juice experiences. If you’re thinking about adding (or upgrading) fresh juice, the play is clear. Keep it simple, fast, and consistently great-tasting, without adding complexity for your team. Read the full article here: https://vist.ly/4mmei #goldstandardinjuice #freshnsqueeze #jbtmarel

20

Suntory Global Spirits taps ex-AB InBev and Mark Anthony Brands leader Davin Nugent to steer its worldwide RTD push. 🍹 Nugent, former AB InBev global VP of innovation and CEO at Mark Anthony Brands International (owner of White Claw), becomes president of global RTD, reporting to president and CEO Greg Hughes. The move comes as Suntory targets $3B in global RTD sales by 2030, leaning on On The Rocks, -196 and malt-based Jim Beam Kentucky Coolers, plus a new North America RTD business unit. 🥫 With spirits growth softening, On The Rocks and -196 posted double- and high-single-digit gains in 2024—raising the stakes for Nugent’s playbook. 📈 https://lnkd.in/giffmhU5 #RTD #ReadyToDrink #Spirits #BeverageIndustry #CannedCocktails #Leadership #Suntory

139

1 Comment

Chipotle Mexican Grill is back for year 4 with Evolution Championship Series! What can brands learn from the Chipotle x Evo / FGC partnership? - Don't just buy impressions: Chipotle shows up as an insider, taking great care of how the brand activates across the FGC and gaming. We aren't buying eyeballs, we're looking to change hearts and minds. - Add Value: Each gaming community is different, know your customer and what they value, and unlock it for them! The brand leverages different tactics across creators, publishers, and events. Want to drive purchase? An opportunity COULD BE to partner with publishers to unlock sought-after, valuable in-game content that you can exclusively get only from the brand. - Long Game: 2026 is year 4 for Chipotle at Evo, and with the FGC. Chipotle activates across the year through multiple touch points such as creators, events, and with publishers. Shout out to our partners, RTS, for their continued collaboration. And of course, our team at rEvolution - Julia Seaton, Ben Collincini, Theodore Gwyn, and everyone behind the scenes. Finally, our clients Scott Robinson and Stephanie Sotelo Perdue, who continue to disrupt the industry and show what a brand can achieve when leaning in on their gaming strategy. Who's riding the burrito with us at Evo?!

68

5 Comments

Last week, Anheuser-Busch announced an extension of their MLB partnership, further showcasing their fast-growing RTD cocktail brands in popular venues where consumer demand is high. Kyle Norrington, Chief Commercial Officer at Anheuser-Busch, said: "This extended partnership unlocks the power of our portfolio as we expand our marketing efforts to include our fast-growing RTD spirits portfolio alongside Budweiser, a brand synonymous with Major League Baseball." Uzma Rawn Dowler, MLB Chief Marketing Officer & Senior Vice President, Global Corporate Partnerships, added: "Anheuser-Busch is one of Baseball’s longest-tenured and most iconic business partners. With the continued excitement around our game, the upcoming World Baseball Classic and a historic anniversary celebration of the country, there feels like no better time to expand and extend our relationship." Learn more about this extended sponsorship agreement between Anheuser-Busch and Major League Baseball (MLB) at https://lnkd.in/eRBwTxsD #rtdcocktails #readytodrinkcocktails #cannedcocktails #alcoholindustry #spiritsindustry

47

2 Comments

Here are two awesome roles in Hasbro's new AI Studio bringing AI innovation into play, storytelling, and business transformation. #AIjobs

19

Pernod Ricard restructures U.S. distribution as it aims to triple its ready-to-drink footprint within three years 📈🚚🍾 The company is reorganizing distribution partnerships to expand availability of its RTD portfolio across retail channels nationwide. The initiative targets a threefold increase in U.S. RTD presence over the next three years, reflecting continued category momentum and rising consumer demand for convenient cocktails. The move may intensify competition for shelf space and execution as major suppliers scale RTD offerings. https://lnkd.in/gcdv2w2u #PernodRicard #RTD #ReadyToDrink #BeverageIndustry #Spirits #Distribution #BeverageNews

20

NEW PRODUCT ALERT 🚨 Johnsonville collaborated closely with Keurig Dr Pepper Inc. to translate the soda’s one-of-a-kind flavor into a time-honored sausage product — an idea inspired by the Dr Pepper brand’s long-standing role as a go-to ingredient for flavoring and marinating meats. “The unique Dr Pepper blend enhances the richness of Johnsonville’s signature sausage, delivering a nuanced, sweet and salty — or SWALTY — finish,” the companies said. 📰 Read more: https://ow.ly/cPNk50YmA54 📸: Johnsonville #sausage #DrPepper #meatproducts

67

5 Comments