The drinks industry is shifting. Consumers are demanding more variety, more sustainability, more connection. Supply chains are evolving, digital touchpoints are multiplying and the pace of change continues to accelerate.
As the industry shifts, the Drinks Association also continues to evolve. Two new additions to the Board – Katherine Johnstone, GM of Northern and Eastern Region at Australian Liquor Marketers, and Sarah Shimmons, Marketing and Innovation Director at Diageo Australia – share their take on what’s coming next and what the industry needs to focus on now.
Both Katherine and Sarah have taken very different career paths through the industry – Katherine with a strong background in operations and sales, and Sarah with global brand leadership experience across Europe, Asia Pacific and now Australia.
For both, the key to staying relevant in a changing market lies in connection, not just with consumers but within the industry itself.
“What I love most about the drinks industry is the strong sense of connectivity,” says Katherine. “It’s an industry that naturally brings people together – whether through the partnerships that drive the supply chain, the collaboration across businesses or the shared social moments that drinks help create.”
Sarah, newly based in Sydney, agrees and adds that the Australian market has a distinctive feel.
“The Australian drinks industry has a distinctive energy – it’s bold, curious and wonderfully unpretentious,” she says. “Compared to some global markets where tradition holds tight, there’s a refreshing openness here to innovation, collaboration and shaking things up.”
That sense of shared ambition is something both leaders believe should be matched by shared responsibility, particularly when it comes to capability building and leadership development.
“I’m especially passionate about capability building and inclusion,” says Katherine. “Supporting the next generation of leaders and creating more pathways for diverse talent is essential for the long-term health of our industry. I’m also keen to support greater regional engagement – ensuring all voices, from across the country, are heard and represented.”
Sarah echoes the importance of building inclusive and modern leadership. “Diversity – of background, thinking, experience – isn’t just the right thing to do; it’s the smart thing for business and brand relevance,” she says. “I’m also energised by the opportunity to help modernise how we build capability – equipping people not just with technical skills, but with the curiosity, creativity and confidence to help our brands thrive.”
Both see the Drinks Association playing a key role in enabling that. Beyond data and insights, it offers a space for connection and collaboration, something increasingly valuable in a rapidly evolving industry.
“What’s struck me early on is how connected and purposeful the community is,” says Sarah. “It’s not just about access – it’s about action. From capability programs to inclusion initiatives, the Association is a genuine catalyst for progress. And importantly, there’s a shared commitment to lifting each other up – not just commercially, but culturally.”
“The benefits are tangible,” adds Katherine. “Members gain access to professional development, data insights and benchmarking tools that help them stay competitive and informed. But just as importantly, they become part of a committed and collaborative network.”
Looking ahead, both see an industry defined by change and opportunity.
“We’re seeing more responsive supply chains that can keep pace with shifting demand and new market dynamics,” says Katherine. “At the same time, innovation is thriving – from emerging formats and flavour trends to richer digital and in-person brand experiences. It’s a future defined by flexibility, consumer connection and continued reinvention, and I’m proud to be part of shaping where it goes next."