Premium Scotch sees WOMM as key to branding strategy

06/17/2014 | Adweek

Paul Ross, head of spirits-maker Edrington Americas, is repositioning branding behind The Macallan, the company's craft, single-malt Scotch whisky. The firm has employees serve as brand ambassadors by engaging bartenders, who then recommend the product to customers. "It's a good way to build word-of-mouth" marketing, Ross says.

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