Global Head of Marketing and Innovation at Diageo, Cristhel Molina reflects on her journey from the Philippines’ nightlife scene to global brand leadership, sharing how storytelling, innovation and consumer-first thinking are shaping the future of the drinks and hospitality industry.
Cristhel, tell us more about your journey in the hospitality industry. What drew you to the sector and what were the pivotal moments that shaped your professional journey?
My journey into the spirits industry didn’t start in a boardroom or a distillery – it started in medical school. I was on track to become a doctor, with my background mostly being in psychology. However, I realised that this path wasn’t my calling, so I left medicine and went on to work in the on trade, joining the biggest nightclub in the Philippines, immersing myself in the energy, culture and raw dynamics of this industry.
That gamble paid off in 2013 when I was hired as the first-ever employee of a brand-new rum called Don Papa Rum, where my journey into the spirits industry began. I started as an assistant brand manager doing a bit of everything. Over the next decade, I had the privilege of taking our Filipino rum to the world, opening up frontiers in Europe, the Americas and Africa.
In 2016, my role shifted from building markets to building worlds. I dived into innovation, creating the ‘Sugarlandia’ universe and developing liquids like Don Papa Masskara, eventually pushing our liquid credentials into ultra-premium, complex cask finishes. In 2019, I moved from the Philippines to the UK to join our European team to help scale Don Papa’s footprint event more, leading both marketing and commercial initiatives in different territories from our London office. When Diageo acquired Don Papa in 2023, it was a validation of everything we’d built from day one. Now, as Global Head of Marketing and Innovation, I get to apply that same start-up hunger and storytelling magic not just to Don Papa, but to a world-class portfolio of acquired brands like Ron Santiago de Cuba, Chase and Mr Black.
The drinks industry has undergone significant transformation over the past decade – from changing consumer preferences to digital innovation and sustainability demands. What do you see as the most important or significant shifts you’ve witnessed, and how have they reshaped the way brands connect with consumers?
Over the past decade, the drinks industry has shifted from a transactional model – selling liquid in a bottle – to something that is more relational and experiential. If I look back at the biggest shifts I’ve witnessed, the following stand out as being truly transformative:
The Transition from ‘Product’ to ‘World-Building’ – A decade ago, brand building was heavily reliant on traditional above-the-line advertising and standard product origin stories. Today, consumers – particularly Gen Z and Millennials – don’t just buy a drink, they buy into an ethos and an ecosystem.
When we built the ‘Sugarlandia’ brand world for Don Papa, we realised that consumers were craving escapism, depth and rich storytelling. Brands that win today are creators of culture and narrative universes. We’ve had to shift from one-way marketing to creating immersive, multi-sensory worlds that consumers can interact with, whether that’s through experiential on-trade events, digital storytelling, or highly complex liquid innovations like unique cask finishes.
Conscious Consumption & Transparency -The modern consumer drinks less by volume, but drinks much better. This hyper-focus on wellness, moderation and sustainability has fundamentally rewritten the industry playbook. Simultaneously, sustainability is no longer a corporate social responsibility (CSR) checklist item, it is a baseline consumer expectation. We see this in the way that regulations and the way brands do business are shifting, and in the way sustainability is becoming more and more an important agenda across all different types of industries.
Ultimately, these shifts mean that the consumer is now in the driver’s seat. To connect today, a brand must be agile, it must have clear liquid credentials, and, most importantly, it must meet the consumer exactly where they are – offering them flexibility, high-end experiences, and a genuine sense of community.
Consumer attitudes toward alcohol, wellness and social experiences are evolving rapidly. How do you think drinks brands can adapt to meet these changing expectations while continuing to create meaningful and memorable experiences?
To meet the demands of today’s wellness-conscious consumer, there is a need to shift our mindsets and focus from the traditional cues of drinking to the social occasion and consumer motivations – the need to offer liquid fluidity without sacrificing the magic of the ritual. This means treating low-and-no ABV or functional drinks with the exact same prestige, complex flavour architecture, and theatrical serve as ultra-premium spirits, so that choosing moderation never feels like a compromise. Ultimately, the future belongs to brands that offer this flexibility, allowing consumers to seamlessly navigate between full-proof, low-proof or zero-proof options within a single, trusted brand universe that prioritises mood and community over the buzz.
Innovation is often cited as a key driver of growth in the beverage industry. What emerging trends, technologies, or consumer behaviours do you believe will have the greatest impact on the future of drinks over the next five to ten years?
Over the next decade, I see innovation as something that would usher in an incredibly vibrant, inclusive new era for the drinks industry – one where advanced liquid technology is unlocking deeper flavours, better choices, and richer social experiences. We are witnessing a brilliant restructuring of traditional beverage categories through ‘functional blending,’ where sophisticated dealcoholisation, adaptogens, and wellness botanicals allow us to craft liquids that match the complexity and theatre of premium spirits, giving everyone a seat at the table regardless of their ABV preference.
At the same time, the premiumisation of convenience is bringing the magic of world-class bartending directly to the consumer, utilising technology like nitro-infusions to deliver flawless, globally-inspired cocktails wherever people choose to gather. Technology will also be critical in meeting the sustainability agenda on a consumer and customer level, enabling creativity in execution, to prove that luxury and sustainability can elevate one another. Ultimately, the future of innovation is remarkably bright, giving brands the ultimate freedom to celebrate human connection and meet a conscious new generation exactly where they are
For aspiring leaders and hospitality professionals, what advice would you give about navigating change, building resilience and creating opportunities in a highly competitive global industry?
The future of hospitality belongs to the brave, the agile, and the deeply human.
Navigating a highly competitive global industry isn’t about defending against change; it’s about learning to love the blank page. As both a marketer and an innovator, I view change not as a threat to be managed, but as the raw material for creativity. True resilience means treating industry disruptions not as threats, but as a creative playground and an invitation to rewrite the rules from the ground up. By focusing on building immersive worlds and cultural narratives, rather than just managing brands, you transform your unique journey into your greatest competitive edge. The future of hospitality belongs to the brave, the agile, and the deeply human. Don’t wait for permission or a perfect set of circumstances to innovate. Embrace the fluid nature of our industry, have the courage to take leaps of faith, and remember that the most memorable brands – and careers – are built by those who see a changing landscape and choose to build a whole new world upon it.
