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Soft Drinks Strategy Congress Madrid 2016 - Conference Program Day 1

Europe, Eating, Drinking, Primary Packaging, Secondary Packaging, Active, Smart Packaging, Printing, Labelling Machinery, Shows, Associations, Media

If you have a case study, success story or strategic insights to share, please contact our production team using the contact details below, we would love to hear from you.

Richard Fahy
+44(0) 20 7936 6443

DAY 1, WED, FEB 17th

08:30 - 08:50 Registration & Welcome Refreshments

08:50 - 09:00 Chairman’s Opening Remarks
Chair Pedro Antonio Garcia Lopez – (formerly COCA-COLA IBERIAN Marketing, Strategic Planning, Public Affairs & Communications Director)

09:00 - 09:30 Opening Address: Exploring the current European market trends and developments in order to enhance your image in the soft drinks market
Speaker Javier Artiach – Director Iberia, Latam - CANADEAN

  • Exploring the European beverage landscape though focusing on current trends and forecasts
  • Pinpointing health trends that are driving category innovation in order to highlight the leaders of tomorrow
  • Developing realistic and profitable strategies to meet the opportunities and challenges of tomorrow’s market
  • Presenting future predictions based on current market trends to visualise the fruits of your labour

09:30 - 10:00 Case Study: Investigating the rise of new technologies in the juice category and future effects on the soft drinks industry
Speaker Leonardo Laforgia – Founder - Kmera Ltd./Jools Drinks

  • Exploring the trend towards healthy and functional juices in light of recent media attention
  • Could the future be hybrid: analysis through the eyes of the juice category
  • Identifying opportunities in hi-tech product innovation to transform challenges


10:30 - 11:00 Morning Refreshments & Networking

11:00 - 11:30 Case Study: Cha-Cha-Cha Changes in Soft Drinks": a North American perspective
Speaker Ross Colbert – Global Strategist – Beverages - RABOBANK INTERNATIONAL

  • Taking a look at the structural changes taking place in North American soft drinks market
  • Analysing consumer-driven changes in the North American soft drinks market
  • Evaluating the growth of non-carbs, new product and package innovations and evolving soft drink distributor models

11:30 - 11:45 15 Minute Spotlight: Premium Functional Water –the concept and development of a new beverage category
Speaker Michał Niemczycki – Chief Executive Officer - VODA NATURALNA

11:45 - 12:30 Panel Discussion: Exploring category growth in bottled/packaged water, expected to overtake CSDs as the most consumed beverage in 2015
Speaker Michał Niemczycki – Chief Executive Officer - VODA NATURALNA
Chair Jean-Pierre Deffis – President - EUROPEAN FEDERATION OF BOTTLED WATERS
Speaker Rali Sanderson – Executive Vice President - NIAGARA BOTTLING

  • Outlining successes and pitfalls in this category in order to get a picture of the bottled water landscape
  • Analysing how bottled water remains a high growth category while looking at other soft drink category developments
  • Discussing the future of the bottled/packaged water category while also highlighting premiumisation

12:30 - 13:00 Case Study: Have energy drinks have been late to adapt to changing consumer trends & behavior?
Speaker Rupert Morrell – International Director - JMS DRINKS/PUSSY ENERGY DRINKS

  • Review of the energy drinks category alongside current perceptions
  • Highlighting changing consumer trends
  • Identifying opportunities based on consumer trends
  • Exploring how JMS drinks have reacted

13:00 - 14:00 Lunch & Networking

14:00 - 14:15 Exploring profitable revenue growth management: the new challenge
Speaker Guillermo Sagnier – Partner - SIMON KUCHER

  • Providing an overall understanding and framework related to profitable growth management
  • Presenting real life case studies to spotlight successful implementation
  • Investigating practical insights which can be applied to their own operations

14:15 - 14:45 Harnessing premiumisation in all aspects of soft drink development and manufacture
Speaker Darryl Burton – Managing Director - PETER SPANTON DRINKS
Speaker Peter Spanton – Creative Director - PETER SPANTON DRINKS

  • Meeting the demands of the consumer in terms of price and desire for premium beverages while balancing costs of development and production
  • Addressing price sensitivity during a period of intense and increasing demand for ‘adult’ and premium non-alcoholic drinks
  • Recognising where soft drinks brands can take lessons from the alcoholic beverage industry in using packaging to convey premiumisation

14:45 - 15:15 Balancing calories in our lifestyles – what are the challenges and solutions for the Soft Drinks category?
Speaker Olivier Kutz – Senior Marketing Manager - PURECIRCLE

  • Calories from sugar under scrutiny; what is the context, and what are consumers thinking. Diving into proprietary Spanish and European insights from the PureCircle Insights Group
  • How is the market reacting ; an overview of the 2015 sugar reduction activity in Soft Drinks (Spain and Europe), with Mintel GNPD
  • An emerging new category; what is the scope for growth, and is there enough room on the supermarket shelf?
  • Positioning to drive sales ; what consumers want to see on the label

15:15 - 15:45 Afternoon Refreshments & Networking

15:45 - 16:15 Case Study: In the pursuit of greater, continuously evolving product strategy in a sports drinks start-up
Speaker Will Hammersley – Co-Founder - OVERLY
Speaker Chris Hannaway – Co-Founder - OVERLY

  • Going from idea to concept – how to successfully develop a product portfolio with the consumer in mind
  • Dealing with a poor market reception, stick or twist, and how to mitigate risk
  • Launching V2, executing on previous learnings and looking ahead to future portfolio development

16:15 - 16:45 Case Study: premiumisation of products developed for and sold to High Class Horeca Customers only
Speaker Ralf Wessel – Director of Sales & Marketing - HASSIA WATERS INTERNATIONAL

  • Exclusive products developed for the needs of exclusive customers
  • Higher value rather than lower price
  • Avoiding the trap of comparable prices
  • How “high class” can Mineral Water be

16:45 - 17:15 Case Study: Another kind of Ink® - How to inspire a functional drinking revolution
Speaker Kjetil Amundsen – Chief Experience Officer - PRINTER & LONG

  • Be SMART

17:15 - 17:30 Chairman’s Closing Remarks & Close of Day One
Chair Pedro Antonio Garcia Lopez – (formally COCA-COLA IBERIAN Marketing, Strategic Planning, Public Affairs & Communications Director)

See also

  • Company News
  • English
  • Modified 29 Jan 2016
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