Despite the brand’s reputation, age and tradition, the company is relying on its marketing efforts to increase sales, which indeed have never been better. Ellis Cameron (master distiller) expresses his disapproval of the new strategy taking over product development and suggests separately bottling each cask of whiskey. This would allow each label to be extremely detailed in terms of date, production process, number of bottles from the same cask, etc. meaning each bottle would be part of a limited set.
When you have a product that is clearly superior, do you focus on showing your product is superior or do you bond with your customers? (i.e. product-oriented vs. customer-oriented strategy) During these events, people get to taste the products, which is very good, but does that make them potential customers or are they drinking because it’s free? Is the return on investment of these expensive marketing