Wine trends are generally consumer-led, but spirits marketing tends to flow from the top: Brands are conceived and executed with a precise plan in mind. What exactly is the process of creating a new spirits brand?

Mark talks with Peter Governale, a partner in the BH Group, who discusses the inspiration, blending, packaging and marketing of Passion XO. On Bizarre Beverage News, Mark explores a new home delivery service for alcohol, reveals the latest use of Italian red wine in the fashion world, and muses about the newest technique devised by Nathan Myhrvold for making wine taste better.

LINKS:

BH Group—Link to: http://www.bhgroupusa.com

Binny’s Beverage Depot—Link to: http://www.binnys.com

Iconic Spirits: An Intoxicating History—Link to:

http://www.iconicspirits.net

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