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A Liquor Brand’s Challenge: When Marketing a New Spirit Requires Building an Entirely New Category

Is it gin? Is it mezcal? Is it rum? Those are among the questions an initial imbiber of Empirical might ask on their first encounter with the alcohol brand released this summer. The term “empirical” is defined as “both based on observation and experiment,” as well as “derived solely from experience.” That ethos is at…
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