COMMENT: Whisky - pipe and slippers not required

By Datamonitor | 22 October 2003

A new whisky company hopes that its irreverent attitude, crystal clear labeling and fun approach to the drink will win over younger consumers. While it is vital to remove the barriers to young adults choosing whisky, the company also has to provide a positive reason to choose whisky over alcopops or lagers.

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A new whisky company hopes that its irreverent attitude, crystal clear labeling and fun approach to the drink will win over younger consumers. While it is vital to remove the barriers to young adults choosing whisky, the company also has to provide a positive reason to choose whisky over alcopops or lagers.

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