Savoring All Sides
How Bill Newlands makes collaborative decisions at Beam Global Spirits & Wine
One sip of cherry-infused bourbon blew Bill Newlands away, but employees at Beam Global Spirits & Wine (now Beam Suntory) were skeptical. Through employee feedback, market research and consumer test groups, the company’s former U.S. president took a collaborative approach to new product development decisions.
In this company profile cover story for Smart Business Chicago, Newlands explains how collaboration created Red Stag by Jim Beam, the second-fastest-growing premium spirits innovation in the country.