Innocent drinks design guru looking for new inspiration at Liverpool’s ACCELERATE 2015

Dan Germain, head of brand and creative at Innocent Drinks says speaking to other business people is vital to keep the company in touch with the consumer and to generate new ideas.

The man who created innocent’s tone of voice and the brand culture from scratch will this week tell delegates at ACCELERATE 2015 the story of how four friends from university turned their idea into a business that now employs 400 people and has a turnover of £250m.

ACCELERATE 2015 has been designed for entrepreneurs and SMEs to fast track their way to business brilliance and takes place on Friday, October 9th at ACC Liverpool.

Dan joins a roster of speakers that includes design guru Wayne Hemingway, the queen of Decoding, Kathryn Parsons, founder of the Mobos, Kanya King, acclaimed sports psychiatrist Dr Steve Peters, philanthropist and TV presenter, Katie Piper and top business adviser Jim Lawless.

Dan said:

“I really like the look of Accelerate and its line-up. I’m looking forward to speaking to Wayne Hemingway and to picking his brains. We speakers like to network as much as anyone else. It’s important for me to get out and about, away from where we’re based in West London, just to simply hear what interesting stuff other people are saying and thinking.

“It’s particularly useful for innocent, because we want the brand to grow and remain strong, and having these type of conversations can bring real insight – you can have conversations that you just had no idea would happen.”
innocent was set up by three friends – Adam Balon, Jon Wright and Richard Reed with Dan joining a month after launch, in 1999. Now the company has five offices across Europe and sells drinks from the “south of France to the Arctic Circle.”

“We have an open door policy at Fruit Towers, so if you ever want to pop in, you’re welcome to see what we’re getting up to. Being honest and transparent, and being able to have normal conversations with the people who buy our drinks has been vital since Day One.”

Go to for tickets priced at £35

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