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One of the reasons Canadian has been lagging the other whiskies in growth may be its modesty, suggests Richard McLeod, Brand Director, North American Whisky for Pernod Ricard.
There was Scotch Whisky, American Whisky, Japanese whisky, now there is Mexican Whisky which is the new kid on the block.
American whisky connoisseurs were stunned when they were told their favourite tipple was a myth which had duped them for nearly half a century.
Now more than ever, whiskey consumers are fiercely interested in learning about stories behind the brands they consume, and whiskey is no exception" says Yvonne Briese, VP Marketing for Diageo North American whisky.
The Robillard family has created a unique American whisky and we look forward to continuing the growth of this unique brand," said Steve Rust, President Diageo Catalyst Division.
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