Category Archives: Marketing

Journalists Who Live in Glass Houses . . .

We’ve been enjoying the journalistic reaction to Donald Trump’s last victory press conference.  The one where he boasted about having acquired the Kluge Winery, renaming it Trump Winery, and said it was “close to 2,000 acres” and near the “Thomas … Continue reading

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Jim Beam Ads Focus on Product

We liked this Jim Beam Bourbon spot, which debuted yesterday, for its technology whizyness. But we think there’s a deeper point: First, it talks about the product. Second, the technology is pretty cool, but it focuses on the product — … Continue reading

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New Short Film Series from Finlandia Opens with Dive in Finnish Waters

I cannot imagine diving in the waters of Finland. Not in the summer, much less in early fall. Not even if I was wearing a well insulated wetsuit.  Much less “deep diving,” going about 123 feet down, no scuba pack … Continue reading

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Why Alexander Stein Named His Product ‘Monkey 47 Gin’

We swung by the German Embassy yesterday, where Alexander Stein, managing partner of Black Forest Distillers, was holding forth on Monkey 47 Gin.  If the story makes the product, this top-shelf brand has a good future.  If the endorsement of … Continue reading

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With Focus on Distributors, Paulaner USA Sees Volume Up 5%

In our latest interview, Steve Hauser, president/ceo, tells how a new focus on distributors has resulted in significant gains.  And he tells what’s next for the Colorado-based importer.  You can hear it here.

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How to Localize While Keeping the Uniqueness of Your Product

By Pauline Oudin – Sopexa USA Every good marketer knows it: You have to localize to succeed in international waters. Coca-Cola slightly alters its secret recipe to the taste buds of its markets. MacDonald’s offers “Le” Big Mac in Paris … Continue reading

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