MARKETING & SELLING
Americans drink 80% of the world's whisky, and the slightest change in their drinking tastes is anxiously watched by the $6 billion U.S. liquor industry. For some time now, the industry has been adjusting to the public shift toward something called lightness—a combination of smoother flavor, lower alcoholic strength and lighter color. The most dramatic and expensive response to this trend has just been made by Seagrams, the world's biggest distiller. Seagrams is retiring its high-selling ($50 million a year) Calvert Reserve and replacing it with a lighter blend of 50 whiskies and aged spirits called Calvert Extra.
Seagrams...
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