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

By Amy Hopkins 13 Jul 2021 (Last Updated July 13th, 2021 15:07)

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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