Shiny New Object

Sara Master looks after all things e-commerce for Constellation Brands, ensuring that consumers find their products online. However, she's not always set out to do this - her initial studies were in teaching! As Sara puts it, she realised that if she can persuade students to read Hamlet, surely she can persuade people looking for alcohol to buy a specific brand. But that's not all: Sara's approach is all about finding a value exchange for consumers - that's her Shiny New Object. Find out what value brands can bring to consumers and how to move away from disruption and be more consumer led, in this latest episode of the podcast.