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Watered-down brands.
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- Author(s): Menzies, David1
- Source:
Marketing Magazine. 4/19/2004, Vol. 109 Issue 14, p11-11. 1/3p. 1 Color Photograph.
- Subject Terms:
- Additional Information
- Subject Terms:
- Subject Terms:
- Abstract:
Cardhu is recognized as one of the world's finest single malt Scottish whiskies. Not surprisingly, Cardhu sells like gangbusters, so much so that the maker of Cardhu, Diageo PLC, found that it could not keep pace with demand. You'd think that would be a good problem to have. But the Diageo brain trust didn't think so. Instead, dollar signs appeared in their eyes, eclipsing common sense. Indeed, to meet demand, Diageo decided to bottle an inferior mixed malt whisky, passing the stuff off as genuine Cardhu.
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