Cutting Brand Ambassadors Is the Worst Decision Whisky Brands Can Make Right Now

Written By Mike Brisebois

It is quite clear that the spirits industry is now in full crisis. Production shutdowns. $22 billion in unsold inventory. Super-premium sales down 15%. And what is Diageo's response? A $625 million cutting-to-the-bone program that includes laying off brand ambassadors.

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Mike Brisebois
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