It's what's inside that counts

This paper offers a case history on understanding local positioning of an international whisky brand in eight Eastern European countries and how this was adapted in line with global thinking and implemented locally.

It's what's on the inside that counts

Or does the rest of the world also make a difference

Steve Crompton Allied Do Spirits and Wine andJane Reid Taylor Nelson Sofres Consumer

INTRODUCTION

Ballantine's is a global brand by every definition: it is available in...