The Beverage Forum

April 27-28, 2017

The Westin Chicago River North
Chicago, IL

labbotMeghan Labot
Managing Director,
Spring Design Partners

Meghan is Managing Director of Spring Design Partners, a branding consultancy located in New York City that has over 20 years of experience helping build and grow brands across all sectors including the beverage industry.

Early in her career, while working with Absolut Vodka, Meghan recognized the important connection that exists between consumer brands and culture. She saw how the context of the brand – the attitude and perception of the consumer and emerging social issues – helped define the role the brand can play in its relationship with the consumer. Understanding this context as a means of unlocking new ideas to help build brand relevance, become her focus.

Throughout the course of her career Meghan has focused on fostering connections between brands and their consumers. With a background in traditional art history combined with 17 years in brand strategy, Meghan is uniquely equipped to dissect culture to define new insight to guide brands to success. Past accomplishments include the re-branding of Molson Canadian that debuted at the 2010 Winter Olympic Games in Vancouver, the restage of Samuel Adams beer in 2012 at the height of the Craft Beer takeover and the recent rebranding of Van Gogh Vodka positioned to redefine the flavored vodka segment. Her perspective on culture, consumers and brands has been featured in print publications such as AdWeek, Brand Packaging, The Dieline and Beverage Industry, as well as NPR Marketplace.

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