The highlight for me, though, was chairing a two-hour discussion between four of the industry’s top chief executives and the president of the country’s leading retailer Coop Italia. What made it even more interesting was a national media campaign by Coop Italia in support of tap water. Yet, they were all charming throughout.
I should add a footnote about a fascinating 200km per hour journey with three of the chief executives. I did wonder for a moment about the fate of half the entire industry travelling in one car.
Richard Hall is chairman of Zenith International. You can also read his blog at BevBlog.
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