Root Beer, Retro Vibes & Revival

Andrew Khoo, Executive Chairman & CEO, MUI Group, and Director, A&W Malaysia

02-Dec-25 11:00

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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,

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