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"Spirits is an image-driven category,” says Branca. “We’re acutely aware of what we’re drinking in the presence of others. That’s why it’s so important to have strong on-premise promotions with influential consumers.”

"He says brand creation is simple: product, package, name, marketing plan."

"And now the most important piece of the story—the twist that brings it all together: Grey Goose costs way more than other vodkas. Waaaaaaay more. So it must be the best."