Tag: innovation within the spirits industry

Philip Duff – Livin’ On The Edge

A problem I’ve seen lately is that such brands are already anticipating being bought by big firms and have an only slightly daring take on things. They are like secretaries ordering Cosmopolitans instead of Fuzzy Navels and thinking themselves cutting-edge fashionistas. I recently evaluated a new whiskey brand for a potential client. It had an attractive, colourful, different appearance and layers upon layers of detail, but not one thing stood out.