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November 28, 2019updated 04 Feb 2022 1:31pm

Why spirits brand owners should embrace the cross-category trend – Comment

Time was when spirits brands were sacred cows, held in such high esteem by their owners that they were kept in their categories and only allowed out to play with either flavour extensions or add-on iterations. Times have changed, though, and white spirits commentator Richard Woodard believes there is little - if anything - to be concerned about by letting your brand venture a bit further.

Time was when spirits brands were sacred cows, held in such high esteem by their owners that they were kept in their categories and only allowed out to play with either flavour extensions or add-on iterations. Times have changed, though, and white spirits commentator Richard Woodard believes there is little – if anything – to be concerned about by letting your brand venture a bit further.

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