“We’ll never outspend our bigger competitors, so we have to outsmart them” – Whyte & Mackay CMO Steven Pearson speaks to Global Drinks Intel

In Scotch whisky, single malt has long been the category growth driver while blends have carried the volume weight. Whyte & Mackay's CMO, Steven Pearson, tells Global Drinks Intel how the company has been performing in both segments. Steven Pearson started his time with Whyte & Mackay in 2012 as global planning director, becoming global marketing director two years later and then CMO earlier this year Global Drinks Intel: You've been with Whyte & Mackay for approaching 12 years, but only moved to the CMO role in March.  Steven Pearson, Whyte & Mackay CMO: It's a n