Scotch Whiskey by Stuart Delves


ISBN
9781904879718
Published
Binding
Paperback
Pages
192
Dimensions
130 x 198mm

Scotch whisky is a phenomenon: it is exported to 200 countries around the world and in 2001, for the first time, over 1 billion bottles were shipped overseas. Scotch is also unique - no other product, in any category, anywhere in the world, is named after its country of origin. Every brand of whisky that is distilled in Scotland bears the descriptor: "Scotch Whisky". And proud of it.

This book looks at Scotch as an uber-brand and tells the story of its enduring spirit. Individual brands like Glenfiddich or Glenmorangie have their own brand essence, positioning statements and values. But they all rely on the "Scotch" brand to win new customers and retain the loyalty of existing ones. Stuart Delves provides a fascinating examination of how such a brand evolved across the world, its unique role in the industry, its future, and the key lessons for other brands.
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