Research
October 19, 2015
Image courtesy of Four Seasons
By Jen King
As interest in craft cocktails continues to grow, spirits brands will need to implement “sensploration” tactics to remain competitive in a crowded space.
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","iv":"6ea9e8ba9214654b9585444ed283b09b","s":"0621f0630c061aa1"}
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