‘We’re in the entertainment industry,” the CEO of a prominent liquor company told me not long ago. “It’s important we never lose sight of that.” Consumers shouldn’t lose sight of that either: Think of every liquor brand as a popular TV series—gin is a British import, like “Downton Abbey.” American whiskey is getting its “Deadwood” on, harking back to an American West full of apothecary-style bottles and dudes named Ezra, Elijah, Jeremiah and Jack. Rum tales tend to begin with a palm tree and end with a pirate.
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