Touchstone Executive Search has partnered with the Drinks Association since 2011. How the world has changed over the past 15 years!
In 2011, the population in Australia was 22.3M vs 27.6M as at 30 June 2025. Julia Gillard was PM, smartphones were becoming mainstream, severe weather disruptions included widespread floods and Cyclone Yasi in Queensland and the AUD reached parity against the US Dollar. peaking at US$1.10!
Over the past 15 years, consumer trends have evolved rapidly, with overall alcohol consumption volumes continuing to decline and a boom in zero-alcohol and low-alcohol products.
Brands were king, but category management was gathering steam as the relationship between suppliers and retailers became more strategic. Revenue growth management was in its infancy. Digital strategy was just a side project for Marketing and AI would have sounded like science fiction back then.
The path to the CEO role was primarily for Sales Directors, at times CFOs. An executive could be strongly placed to take on the CEO role without venturing out of their functional lane.
Fast forward 15 years, the CEO of today needs to have a deep understanding of marketing, category, technology, supply chain, procurement, human resources, law and manufacturing, as well as knowledge of geopolitical risk and international supply routes.
AI is not some exciting new technology; it’s a key tool for running businesses. If you don’t understand the impact and opportunities AI creates across every function, you will quickly be replaced by someone who does.
Today’s CEO also needs a strong understanding of M&A and transactions, as businesses divest or invest in companies to improve reach and scale.
Key changes include empowering leadership styles, technological and AI literacy, ensuring the company has a clear “why” that attracts external talent, authenticity and a heavy focus on company purpose, culture and social values.
The relationship between supplier and customer has never been more complex. Most businesses are committed to developing diverse teams that reflect their consumers.
In 2011, CEOs and senior executives could be reasonably comfortable that a 20, 25, even 30-year career with an employer was achievable. In 2026, this, quite simply, is not the case.
CEOs need to work on their careers as passionately as they build their three-year business strategies.
The CEO who doesn’t bears the risk of missing out on local and global opportunities.
Executives who fail to network externally and build relationships with trusted external partners risk invisibility in a fast-moving talent market. It’s extraordinary how many senior executives we speak with that, upon being made redundant, say that they were too busy to lift their eyes up and keep abreast of potential opportunities.
In 2026, our most dynamic CEO candidates have never stopped learning; in fact learning is a passion. They have probably completed their AICD courses, or perhaps they have studied overseas. Holistically, they strive to stay outside of their comfort zone.
They are also more ‘fully formed’ in terms of showing their commitment to their families, the safety and wellbeing of workmates and the health of their broader communities – and they purposefully project that message to their teams.
The question for today’s leaders isn’t whether the role of CEO has changed; it is whether they are evolving fast enough to keep pace with it.
We at Touchstone value our long partnership with the Drinks Association over the past 15 years and look forward to continuing to support the Australian Drinks sector in the future.
Chris Klingbeil
Managing Director
0438 622 612
Paul Beattie
Director Sydney
0418 337 568
Touchstone Executive Search is a Gold Partner of the Drinks Association.