Financial Times

Hugo Spritz vs Aperol Shows Power of Patience

Andrew Tindall argues recent headlines about St‑Germain (the Hugo Spritz) outgrowing Aperol obscure a deeper industry problem: drinks companies are dismantling the long-term brand-building systems—patient experiential activation and emotionally resonant advertising—that created category winners. The piece highlights St‑Germain’s sharp sales and search gains in some markets while noting Aperol’s far larger absolute volumes, and warns the spirits category faces structural headwinds (falling US spirits revenue in 2024, tariff pressure, GLP‑1 drugs reducing consumption). Many big alcohol groups are responding with short-term cost cuts—selling incubation brands, closing innovation teams and scaling back experiential and broad emotional advertising—despite evidence that emotional campaigns drive growth. Tindall cautions this short-termism risks prolonged decline and urges renewed investment in slow, experience-led brand building. He uses St‑Germain and Aperol as examples of the long game the industry is abandoning.

FuboTV Adds 20,000 Subscribers in Q3 FY2026

FuboTV reported Q3 fiscal 2026 results for the quarter ended June 30, 2026: $1.482 billion in revenue (North America $1.474 billion), a net loss of $25.7 million and adjusted EBITDA of $19.1 million. Total North America paid subscribers were 5.75 million—up 20,000 sequentially and ~2% year‑over‑year—driven by elevated sports viewing, packaging changes, product improvements and early distribution integrations with Disney/ESPN. The company had $236.4 million in cash, raised fiscal 2026 pro forma adjusted EBITDA guidance to $90–100 million, and reaffirmed a fiscal 2028 adjusted EBITDA target of at least $300 million with positive free cash flow expected in 2027–28. Management also cited early ad-monetization gains after migrating inventory to the Disney ad server. Alisa Bowen became CEO in July 2026; the business combination closed Oct 29, 2025.

FT's Georgie Cauthery: B2B Competes with Netflix, Spotify

Georgie Cauthery, creative strategy director for the Financial Times' EMEA B2B advertising, argues B2B brands must prioritise trust and human-centred creativity when using AI. Research by the FT and the IPA found 92% of global B2B decision-makers say misuse of AI would profoundly damage trust. The FT has implemented a custom GPT as a first‑pass compliance co‑pilot for sustainability copy alongside human review and ASA guidance to speed reviews while preserving accountability. Cauthery recommends investing in thought leadership and audio (podcasts/liquid content) to build long-term awareness, and she warns that B2B attention is increasingly contested by consumer platforms such as Netflix, Spotify and Instagram.