How Diageo’s Joint Venture will transform Ciroc & Lobos 1707 - Nick Tran
Uncensored CMO26 Nov 2025

How Diageo’s Joint Venture will transform Ciroc & Lobos 1707 - Nick Tran

Nick Tran, is the CMO and President of First Round, leading Diageo’s new joint venture with Main Street Advisors to oversee two of the world’s most culturally driven spirits brands: Ciroc and Lobos 1707. Nick shares how he’s approaching brand reinvention vs continuation, why product innovation and cultural relevance are key, and what goes into long-term brand growth. We also touch on the future of social media, AI’s role in marketing, and what it takes to build a truly modern CMO career.


00:00 - Intro
00:36 - How the Diageo and Main Street Advisors partnership happened?
02:49 - The long term view for Ciroc and Lobos 1707
06:10 - The plan for Ciroc
08:57 - Reinvention vs continuation when transforming a brand
11:31 - Focusing on product innovation and serve for Ciroc and Lobos 1707
14:14 - Is alcohol drinking trending down?
19:00 - How do you become culturally relevant?
22:07 - Using the Liquid Death challenger mindset
24:08 - The role of celebrities and influencers for drinks brands
27:16 - Why Nick is investing in his personal brand
31:53 - What does it take to become a successful CMO?
37:04 - How Nick invests in other companies
41:59 - Nick Tran’s thoughts on AI
45:47 - Have we reached peak social media?
50:39 - Bonus Question

Episoder(238)

Why you need to know your e.l.f.ing numbers with Kory Marchisotto [Uncensored Renegades]

Why you need to know your e.l.f.ing numbers with Kory Marchisotto [Uncensored Renegades]

This is the first episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960...

2 Feb 20min

How SAS went from performance to brand - Jenn Chase

How SAS went from performance to brand - Jenn Chase

Jenn Chase, CMO of SAS, joins us to share how one of the world’s most established AI and analytics companies is reinventing its brand. From launching SAS’s first brand campaign in 25 years to shifting...

28 Jan 49min

Why we need to embrace failure with Kory Marchisotto [Uncensored Renegades]

Why we need to embrace failure with Kory Marchisotto [Uncensored Renegades]

This is the first episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960...

26 Jan 23min

Confessions of a CMO with Mark Ritson

Confessions of a CMO with Mark Ritson

After collaborating with Worldwide Partners on the Confessions of a CMO report (the anonymous report asking top tier CMOs what they really think about the state of the role), I thought I'd team up wit...

22 Jan 45min

Uncensored Renegades Launch Live from New York City with Kory Marchisotto

Uncensored Renegades Launch Live from New York City with Kory Marchisotto

Listen to the launch episode of my brand new show, Uncensored Renegades, co-hosted with Kory Marchisotto, CMO of e.l.f. and a previous guest on Uncensored CMO.Listen to the new show here:Apple Podcast...

16 Jan 46min

Rory Sutherland on why luck beats logic in marketing

Rory Sutherland on why luck beats logic in marketing

Our most popular guest ever is back - Rory Sutherland returns for a wide-ranging conversation on why marketing works best when it embraces luck, spontaneity, and a little irrationality. From the dange...

14 Jan 58min

How Not to Plan in 2026 with Les and Sarah

How Not to Plan in 2026 with Les and Sarah

Les Binet and Sarah Carter are back for our yearly special, tacking the biggest marketing stories of the year and what to focus on in 2026. We explore the power of consistency, disguised repetition, a...

7 Jan 1h

Politics, persuasion and podcasts - lessons from Jimmy's Jobs of the Future

Politics, persuasion and podcasts - lessons from Jimmy's Jobs of the Future

In this special crossover episode, we’re joined by Jimmy McLoughlin, host of Jimmy’s Jobs of the Future, to explore the intersection of politics, media, and marketing. Jimmy shares how he built one of...

5 Jan 52min

Populært innen Business og økonomi

dine-penger-pengeradet
stopp-verden
rss-penger-polser-og-politikk
e24-podden
rss-borsmorgen-okonominyhetene
lydartikler-fra-aftenposten
finansredaksjonen
pengesnakk
tid-er-penger-en-podcast-med-peter-warren
utbytte
pengepodden-2
morgenkaffen-med-finansavisen
rss-markedspuls-2
livet-pa-veien-med-jan-erik-larssen
lederpodden
okonomiamatorene
rss-investering-gjort-enkelt
stormkast-med-valebrokk-stordalen
flypodden
shifter