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Comment - Branding - Heritage is More Than Just Flying the Flag

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As Irish whiskey comes of age, so do its problems

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Interview - Mark Sandys, Diageo's head of beer

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Many brands in the drinks industry rely on strong connections with their country of origin. James Boulton, creative and managing director of branding specialist Claessens International, discusses how brands can use their provenance to unlock the latent brand equity in their country of origin, and how this association can be kept fresh and relevant for the consumer.


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