A Liquor Model’s Problem: When Advertising and marketing a New Spirit Requires Constructing an Completely New Class

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Is it gin? Is it mezcal? Is it rum? These are among the many questions an preliminary imbiber of Empirical would possibly ask on their first encounter with the alcohol model launched this summer season. The time period “empirical” is outlined as “each based mostly on remark and experiment,” in addition to “derived solely from expertise.” That ethos is at…

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