We are all well aware of how legacy brands get 'budget' bourbons on the shelves seemingly easily, but we are simultaneously seeing the effects of premiumization all across the board. As it gets more costly to actually get a bottle into the consumer's hands, how does a company decide where to enter the market? Once they are in the market, at what point to you have to back out? On today's episode we dive into the pricing of bourbon.

We hit on:

and much more.

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