‘The most important audience isn’t the end consumer, but the buyer,’ according to Jack Orr-Ewing (below), who joined the UK’s best-selling independent rum brand in 2016.
Credit: LinkedIn
In the on-premise, cocktails sell but contracts win“The on-trade isn’t about looking pretty," says The Duppy Share Rum CEO Jack Orr-Ewing. "it’s about being in the right cocktails and the speed rail.” That means focusing less on bottle aesthetics and more on where and how your liquid is served.“Most of the volume comes from being named in coc
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