Comment - The cocktail: shaking up the spirits market

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.

Pot of Gould – The cocktail: shaking up the market

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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Comment - The cocktail: shaking up the spirits market

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