The non-alcoholic beverage sector isn’t just about ‘not drinking’ anymore - it’s about more and better choices, superior flavours, and a fundamental shift in social culture.

In this episode of The Brief, host Jo Jacques, Managing Partner at McCann, is joined by Nik Keane, Founder and Chief Marketing Officer of DioniLife, and McCann’s Chief Strategy Officer, Ringo Moss.

Together, they explore Nik’s fascinating journey from "gamekeeper to hunter" - swapping a high‑level marketing role at drinks giant Diageo for the agile, high‑stakes world of an alcohol‑free startup.

We dive into the reality of the category today: unpacking whether the rise of ‘No and Lo’ reflects deeper lifestyle changes and cross‑generational shifts; how challenger brands can carve out space as industry titans enter the arena; and why “quality without compromise” is the only viable strategy when you're asking consumers to swap their favourite spirit for an alcohol‑free alternative.

This episode offers a refreshing look at a category that’s not just booming, but here to stay.

In this episode, you'll discover:

• How cultural language and shifting behaviours amongst audiences are redefining what it means to “enjoy a drink” today.
• How DioniLife is helping make alcohol‑free drinking a confident, mainstream choice for every occasion.
• Nik's journey from leading global marketing at Diageo to navigating the startup world with DioniLife.
• How DioniLife prioritises experience and quality to appeal to a growing audience of non-drinkers.
• The challenges and opportunities of being a challenger brand in a rapidly evolving/growing sector, and the role of agencies and partnerships in taking bold, calculated risks.

For more expert conversations designed to help you build enduring brands, subscribe to The Brief wherever you get your podcasts.

In this special wrap-up episode, host Ellis Bird takes us on a journey through the highlights of 2025. From exploring the power of consistency with System1 to diving into the $9.7 trillion escape economy, redefining the cider category, and learning how play drives results, this year has been packed with insights and inspiration. Relive standout moments, hear from the brilliant minds behind the biggest campaigns, and discover the lessons that shaped the year in marketing.

Thank you for listening to The Brief in 2025.

See you in 2026!

What if the key to unlocking brand growth was simply… having more fun? In this episode of The Brief, we share a live recording from our recent Effectiveness Well Told event, an incredible gathering of brilliant minds from System1, Effie UK, TikTok, Trainline, and Fox's.

We hear from our very own Jamie Peate, Global Head of Effectiveness, who takes us on a journey into the world of playful marketing. He reveals how brands that embrace fun, humour, and creativity don't just capture attention—they drive serious commercial growth and build lasting connections with their audiences. This session is a masterclass in how playful strategies can lead to powerful, measurable success.

In this episode, you’ll discover:

• Why "playful" doesn't mean "frivolous" and how it creates genuine emotional bonds with consumers.

• Insights into how leading brands are using creativity to disrupt categories and drive effectiveness.

• How McCann’s collaborative, playful partnership with Aldi has delivered standout campaigns and brand growth.

• The connection between entertaining advertising and long-term brand building.

• Actionable ideas for injecting a sense of fun into your own marketing strategies to achieve incredible outcomes.

  
  

For more expert conversations designed to help you build enduring brands, subscribe to The Brief wherever you get your podcasts.