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Why spirits brand owners should embrace the cross-category trend - Comment
2019-11-27 12:00:00| Daily beverage news and comment - from just-drinks.com
"Our biggest challenge is to break through the shackles of the vodka category and become more of a brand than a product . Smirnoff as a brand needs to get beyond vodka, and actually not be conditioned by any of the rules that vodka has . We don't define ourselves through the lens of vodka." These words were spoken five years ago by Matt Bruhn, Diageo's then-global senior VP for Smirnoff. They've stuck in my head ever since.
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