A&W is one of Malaysia’s most recognisable heritage brands — from the frosty mug root beer to the iconic drive-ins that shaped generations of memories. What happens when a brand from your parents’ dating days suddenly becomes cool again on TikTok?

Staying relevant isn’t guaranteed. As consumer tastes shift and competition intensifies, how do you refresh a legacy brand so it speaks to boomers, millennials, and Gen Z all at once?

We speak with Andrew Khoo, Executive Chairman and CEO of the MUI Group, and Director of A&W Malaysia, about the brand’s renewed momentum, its expanding footprint, and what it really takes to evolve a nostalgic favourite into a modern, multi-generational brand.

A conversation on heritage, reinvention, and why a revival is more than just nostalgia.

Produced by: Carol Wong

Presented by: Richard Bradbury

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Categories:  Corporates,  managing,  food

Tags:  brand revival,  cross-generational marketing,  heritage branding,  F&B brand strategy,  customer experience strategy,  brand refresh tactics,