Finding Inspiration Outside of the Beer Aisle, with Liquid Death, Hella Cocktail Co., Molson Coors and WeldWerks

Flavor continues to be a priority for consumers and a driving force for innovation. But where does that innovation inspiration come from? Molson Coors director of marketing innovation Amanda DeVore, Liquid Death SVP of marketing Dan Murphy, WeldWerks head brewer Skip Schwartz and Hella Cocktail Co. co-founder and CEO Eddie Simeón discuss where they discover the next flavor trends, and how the best inspo is often in places outside of bev-alc.