smirnov.van: our job is to make sure brands like these, built over hundreds of years, are highly aspirational and relevant to the next generation of consumers coming through. the 20 something-year-old in brazil, johnny walker needs to be and stay relevant, cool, aspirational. that consumer needs to be willing to pay a premium for this wonderful whiskey. that is how we define our job. these brands have to stay connected to culture because things change. how young people socialize is changing and we have to make sure our brands fit in with the trend. that is the day job. francine: is that through marketing and does that change? do you replace billboards with bloggers or celebrities, product placement? ivan: it is a combination come in brazil, we have this -- combination, in brazil, we have a truck that moves around the country with johnny walker and goes to communities and we host events. to theoduced people whiskey and tell them the story of all the single malts behind johnny walker, black labe

francine: you own two of five of the most important brands in the world, johnnie walker and smirnov.ow do you keep them relevant? ivan: our job, i always say is to make sure the brands like these built over hundreds of years are highly aspirational and relevant to the next generation of consumers coming through. so the twentysomething year old in brazil, johnnie walker needs to be and stay relevant, cool, aspirational, and that consumer needs to be willing to pay a premium for this wonderful whiskey. that is how we define our jobs. so these brands have to stay connected to culture because things change. how young people socialize is changing, and we have got to make sure our brands fit in with the trends. i call that the day job at diageo. francine: what is that, marketing? does that change? do you replace billboards with bloggers or do you go to celebrities? ivan: it is a combination. for example, in brazil, one of the things we do is have this wonderful truck beautifully decked out with johnnie walker that moves around the country and goes to communities and we host little events a