In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Tom Bell, Co-Founder of SkinnyBrands and Founder of DrinkWell UK. Tom has built a data-driven alcohol marketplace that reverses traditional product development—instead of creating brands and hoping consumers follow, DrinkWell tracks millions of purchase decisions to algorithmically design products that perfectly match consumer behavior. Starting from his garage selling Canadian beer to rugby clubs, Tom has scaled DrinkWell into a 28-country distribution network while launching proprietary brands like Skinny Lager and Tracers wine that achieve 75% higher lifetime value than third-party products. His approach demonstrates how consumer feedback loops, rigorous A/B testing, and AI-driven analytics can create functional alcohol brands in a heavily regulated category where traditional health marketing is prohibited.

Topics Discussed:

• Building a functional alcohol category in markets where it didn’t exist
• Developing a data-driven marketplace that informs proprietary product creation
• Using algorithmic analysis of 3.5 million bottle sales to design perfect products
• Navigating advertising restrictions for functional alcohol brands
• Competing against legacy brands that fail at international market adaptation
• Leveraging AI across product development, customer acquisition, and inventory optimization
• Creating 75% higher lifetime value through algorithmically-optimized brand attributes