DARK RUM
|
CATEGORY UPDATE
IMPORTS
Gain
Identities
Identities
I
n the good old days, when white spirits reigned
supreme, imported vodka brands had it easy. Imports
offered the cachet of exotic origins, elegance, pres-
tige and luxury. For American consumers, calling for
an imported brand at the bar or retail store proved
they were cool and sophisticated. But times have
certainly changed.
Today, consumers' ideas about what constitutes coolness
and quality have evolved. It takes more than vague claims of
exoticism and marketing hype. Authenticity is the new touch-
stone with customers looking for the real deal—and they want
brands to prove their claims.
h
BY THOMAS HENRY STRENK
StateWays | www.stateways.com | January/February 2017
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