Diageo Targets the Booming Bourbon Market with Bulleit

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Five years ago, Bulleit Bourbon moved 40,000 nine-liter cases with a marketing budget of zero dollars. Now Diageo, the world leader of the premium spirits market with 27% share, plans to launch its award-winning Bulleit brand in 14 new markets across the globe and sell one million cases in the near-term. However, there’s a catch. The company must do this secretly or it risks alienating its most loyal customers: hipsters. Full story

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