"Spirits is an image-driven category,” says Branca. “We’re acutely aware of what we’re drinking in the presence of others. That’s why it’s so important to have strong on-premise promotions with influential consumers.”
"And now the most important piece of the story—the twist that brings it all together: Grey Goose costs way more than other vodkas. Waaaaaaay more. So it must be the best."
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"Spirits is an image-driven category,” says Branca. “We’re acutely aware of what we’re drinking in the presence of others. That’s why it’s so important to have strong on-premise promotions with influential consumers.”
"He says brand creation is simple: product, package, name, marketing plan."
"And now the most important piece of the story—the twist that brings it all together: Grey Goose costs way more than other vodkas. Waaaaaaay more. So it must be the best."
Article is from 2005, and while I don't claim to be an expert, I've never heard of their new tequila Corazón. Maybe not as simple as they say.