INTHECASE
Microdrink Revolution: Digital Tech, Innovation & Branding

In the non-alcoholic beverage industry, barriers for entry are as low as production is easy. Hence innovation is plenty. But branding is hard – notably for startups with limited resources in a mass market dominated by big players. Learn from Martin Murray, CEO and Founder of WaterdropR – an Austrian-based venture that compresses natural ingredients into small, sugar-free, dissolvable cubes – how to leverage digital tech, AI, and data to innovate, build a powerful brand, and grow internationally a 5 year old venture into a multimillion dollar business focused on health and sustainable living. The webinar is hosted by INSEAD Senior Affiliate Professor of Marketing Joerg Niessing.

Why attend?

• Learn how digital tech, AI, and data is leveraged in a traditional industry like beverages.
• Discover how to grow a start-up in 3 years to a multimillion international business. 
• Discuss about brand identity and positioning for start-ups with limited resources.

Further reading

• waterdrop®: Changing the Paradigms of the Beverage Industry with Limited Resources and Digital Marketing By Joerg Niessing, Carla Baumer, Anne-Marie Carrick