Creating the Ultimate Cult Brand  

Oleh:

Dumaine, Brian

Jenis: Article from Bulletin/Magazine
Dalam koleksi: Fortune vol. 163 no. 3 (Feb. 2011), page 15-17.
Topik: Bourbon business; The Van Winkle family; Marketing.
Fulltext: Creating the Ultimate Cult Brand.pdf (31.96KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: FF16.45 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The article looks at the Van Winkle family, owners of Old Rip Van Winkle Distillery. The company, which makes premium bourbon, is discussed for creating and controlling a popular brand by keeping their production low to ensure demand at higher prices. Current president Julian Van Winkle III is profiled, along with his grandfather, Pappy Van Winkle. Van Winkle's controlled market scarcity of his bourbon is reviewed, noting that many stores keep their products behind counters for special customers at inflated prices. The outsourcing of whiskey making and bottling to the Buffalo Trace Distillery in Frankfort, Kentucky, is mentioned.

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