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July 13, 2021updated 04 Feb 2022 1:18pm

Why identity politics is more important than ever in aged spirits marketing – comment

Aged spirits such as whisky, Cognac and increasingly rum often go to great lengths to share the minutiae of their ingredients and complex production processes. But, do most consumers really care? A significant proportion of drinkers today seem to be more concerned with brands’ environmental, social and ethical values. Spirits category commentator Amy Hopkins investigates.

By Amy Hopkins

Aged spirits such as whisky, Cognac and increasingly rum often go to great lengths to share the minutiae of their ingredients and complex production processes. But, do most consumers really care? A significant proportion of drinkers today seem to be more concerned with brands’ environmental, social and ethical values. Spirits category commentator Amy Hopkins investigates.

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