Pot of Gould – The cocktail: shaking up the market

By Patience Gould | 23 January 2008

Marketing spirits as constituents in new or popular cocktails has been a feature of the spirits category for years. And the growing emphasis on attracting younger consumers has meant the cocktail has become even more crucial to spirits marketing strategies. So much so, Patience Gould writes, that even Cognac now sees the cocktail as a key element in its growth plans.

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Marketing spirits as constituents in new or popular cocktails has been a feature of the spirits category for years. And the growing emphasis on attracting younger consumers has meant the cocktail has become even more crucial to spirits marketing strategies. So much so, Patience Gould writes, that even Cognac now sees the cocktail as a key element in its growth plans.

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