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Does the consumer really care about your cocktail competition? - Consumer Trends

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It's only three weeks until the global final of Diageo's 'World Class' event rolls into Berlin. The pending circus has given me cause to contemplate the nature of these global cocktail competitions, specifically from the viewpoint of the consumer. Over the last decade, the likes of Diageo and Bacardi have ploughed vast amounts of their marketing budgets into these bartender-focused cocktail competitions. But, to what gain?


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