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Bero CEO John Herman says celebrity brands fail without credibility
Original: 'If a brand is built with a celebrity tie-in that doesn't have credibility or a soul or quality, it will fail' - Bero co-founder & CEO John Herman speaks to Global Drinks Intel - Part I
John Herman, co-founder and CEO of non-alcoholic beer brand Bero, told trade publication Global Drinks Intel that a brand built on a celebrity tie-in lacking credibility, soul or quality is destined to fail. It is the first part of an interview discussing how celebrity-backed drinks ventures can succeed, with Herman arguing that substance and product quality must come before famous names.
Why now: The drinks industry is debating the wave of celebrity-backed alcohol and non-alcoholic brands and whether they can endure
BeroJohn HermanGlobal Drinks Intel
Evidence
- 'If a brand is built with a celebrity tie-in that doesn't have credibility or a soul or quality, it will fail' - Bero co-founder & CEO John Herman speaks to Global Drinks Intel - Part I · Global Drinks Intel
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