This week Jess 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. From the initial spark of inspiration to navigating the dynamic landscape of the beverage industry, Lucienne takes us through the journey of how Not Your Father’s is inserting itself back into the world of hard sodas better than ever. Tune in to hear: How Pabst is revitalizing an existing brand and the importance of learning from past experiences in bringing the product to market Lucienne’s insights on the balance between innovation and staying true to the core of the business through thoughtful and strategic innovation How consumer feedback, preferences, and the process of  ideation and testing underscores the consumer-centric approach in developing and launching a product --------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Emma, Content Marketer at Dig Insights, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite