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Retailers Get Creative With Exclusive Barrel Selections

May 4, 2017

With adventurous spirits consumers avidly seeking out rare bottlings—especially in the booming whisk(e)y category—retailers are increasingly on the lookout for exclusive offerings to set themselves apart from the competition. Major distillers like Brown-Forman, Beam Suntory, Heaven Hill, William Grant, Campari America and others are heavily involved in the trend, collaborating with retail and on-premise operators on single-barrel whiskies. While such bespoke products generally account for a small portion of a retailer’s overall sales, they offer a potent way of connecting with customers to keep them engaged, especially within the ever-expanding ranks of whisk(e)y connoisseurship. Market Watch takes a closer look.

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