You can't sell to people buying Macallan 12, you have to sell to people who _don't_ currently buy Macallan 12 because $REASONS (significant price difference, ESG angles like lower carbon footprint, they can't get it in their location, etc.).
Same. I keep a bottle of Blue Label that I refill with Green/Gold/Platinum (depending on how generous I'm feeling) that gets served to guests who visit my home bar and ask for Blue Label because they know nothing about scotch except that it's expensive. I actually think those colors are better than Blue, but that's neither here nor there...
My personal trend over the past few years has been to buy from independent bottlers, of which Costco/TJ usually carry (e.g. Alexander Murray). I've also switched to other beverages: armagnac, mezcal, rum; all of which have lower brand recognition and interest here. Overall it means I can get more variety (and value) at a better price, which is a win.