025 | Starting from the Taste Profile: when liquids transcend categories and solve a customer's need. | Part 1/2 with Maurice Doyle, CEO of Compass Box Whisky (London, UK)
MAFFEO DRINKS
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Transforming Spirits and Brand Building
The chapter discusses the importance of targeting specific audiences with unique solutions in the spirits industry. It delves into the transformational experience with Hendrix gin and the strategy behind presenting it as a gin for non-gin drinkers, emphasizing brand building and disruptive marketing tactics.
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