Multichannel
October 29, 2015
Glenfiddich Scotch
By Forrest Cardamenis
LONDON – When a company wants to establish itself as a luxury brand, sometimes everything but the product needs to be changed, according to a Glenfiddich executive at Luxury Interactive Europe 2015 on Oct. 28.
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\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