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 virtually all the countries in the world; it is brand leader or number two in a significant number of those countries; it is the same product in reasonably consistent packaging; and it competes within an easily defined market of alcohol, spirits or scotch/bourbon. As the key brand in Allied Domecq's portfolio, there...