J&B Case Analysis

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This was the first time consumers had heard of "single malt", or Scotch that was made in only one distillery and has not been blended with any other whisky from another distillery. People who drank Single Malt Scotch quickly began to see themselves as connoisseurs...
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And with it came an increase in market share. Scotch was "cool" again. Suggestions necessary for successful changes at J&B J&B needed to pursue a new market; females between 26-33 years old. Successful women who knew what they wanted out of life. Women who'd go out with the girls for a drink, hit the dance floor until midnight, and still get to work at 8am the next morning ready for battle...
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