Innovation in Spirits
Jeff discusses the importance of innovation in the spirits industry, highlighting how consumer preferences are evolving. He compares his approach to that of Tito, who focused on a single product, emphasizing that today's market demands a dynamic innovation engine. With a nod to successful brands like Fever Tree, he underscores the need to stay ahead of trends and engage consumers with timely marketing campaigns, even incorporating humor into their promotions.In this clip
From this podcast
The Kara Goldin Show
500 Jeff Popkin: CEO of Ghost Tequila
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