A Repositioning of Dewar’s Brand (844 words, 2 pages)
Dewar's Brand Repositioning Dewar's was faced with a declining market among traditional Scotch whisky consumers. In addition, long-term consumption trends indicated that drinking preferences had shifted from distilled spirits to lighter, lower alcohol beverages. Though Dewar's had a favorable brand image and growing market share, repositioning Dewar's to younger adults ...
Read More