020 | Decoding Cocktail Bars: Translating Between Consumer, Bar and Brand | Part 1/2 with Alex Frezza from L' Antiquario (Napoli, Italy)
MAFFEO DRINKS
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Navigating Local Markets: The Global Brand Dilemma
This chapter delves into the challenges multinational beverage brands face when launching new products in local markets, emphasizing the disconnect between brand strategies and local cocktail culture. It underscores the necessity for brands to understand local consumer preferences and the importance of establishing a strong local presence before pursuing global expansion.
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