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‘It doesn’t have to be tired’: How whisky brands are finding a new audience
The perennial problem for any whisky brand is how to attract new customers. As the category continues to recover from a post-Covid slump, three whisky brands tell us how they are looking to grow the market through a younger audience.
The whisky category is bouncing back from a torrid time during the pandemic. But there’s one thing that unites pretty much every business within the category: finding a younger audience is an imperative.
