Culture-Led Innovation: A Story About Modern African Energy

In 2021, Heineken’s Global ZERO Alcohol Beverage team partnered with jump! Innovation to create a new type of energy malt brand for African consumers. Join Lee Geraghty, Partner & Head of Market UK for jump! Innovation, and Claire McFerran, Senior Global Category and Innovation Manager for ZERO Beverages, Heineken, to discuss their culture-led approach to brand creation, which combines traditional consumer research with nuanced cultural insight and on-the-ground partnerships and creative collaborations.