Ila Byrne, Principal at Ila Byrne Consulting, led innovation and ideation for Diageo North America. She is an intrapreneur, a proven creator of multi-million dollar breakthrough ideas and Forbes named her one of the “women running the liquor world.” She is the architect of the innovation strategy which led to the most successful new innovation in Vodka in the US (Ketel One Botanicals) and her innovations have been directly credited with growing Diageo’s share price - think Baileys Strawberries & Cream to Crown Royal Flavored Whiskies. We talk about inspiration from startups, how she provokes and protects brands, as well as the future of drinking: no-alc, low-alc, botanicals, nootropics, functional, new occasions, hard seltzers, CBD, THC and holistic.