019 | Negroni vs. Old Fashioned type of cities: how trending cocktails change between cities and can be used as target occasions | with Krista Schubert from Overproof (Miami, FL, USA)
MAFFEO DRINKS
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Navigating the New Cocktail Culture
This chapter explores the evolving consumer behavior towards cocktails post-COVID, highlighting the trend of making drinks at home. It discusses the significance of distribution strategies, the relationship between brands and bartenders, and how market strategies differ between small and large beverage brands. The speakers emphasize the necessity for geographic specificity in marketing efforts, particularly when launching products in target markets.
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