Highland Park 1998 Vintage

Highland Park 1998 Vintage 1

(Thanks to /u/ounknownto for the sample!)

Marketing is, and always will be, an odd duck for me. As someone who studied it in University, and have been entrenched in it for the last 7 years, I am usually glib and condescending to the ideas brought forth by marketers. This is magnified as someone in the marketing research area.

One such area which always seems incompatible with marketers is the idea of a niche product. These products are taught in school, however don’t fit the mold of how one sells other products. They have very specific buyers, who pay specific costs, and assume a specific quality and value from this product.

Such is definitely the case with whisky. Over and over again we see differentiation on levels usually not seen in other markets. Quality, creativity, and value spikes abound in the whisky world, as each product fights for a new…

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