Microdrink Revolution: Digital Tech, Innovation & Branding

Tuesday, 31 May 2022
4.00 PM CET
Duration: 60 min

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

Martin Murray

Founder, waterdrop

Joerg Niessing

Affiliate Professor of Marketing, INSEAD