Spirits brands look to sports, sponsorship and celebrity playbook to convert younger consumers
By Sam Bradley••Digiday
For advertisers like Chivas Regal, Maker’s Mark and Jameson sports is now the keystone of efforts to recruit younger drinkers and renew brand profiles.
Top-shelf whisky and whiskey brands are reaching for a familiar combination of ingredients as they seek to recruit younger consumers into category customers.Premium blended Scotch brand Chivas Regal,…