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NEW YORK Taste will be the focus of Plymouth Gin’s introduction to U.S. consumers when Absolut Spirits, which has been working to diversify its portfolio, debuts the new import via a $3 million marketing campaign beginning this week.
The British product, reputed to have been the primary ingredient in the first martini (as well as a favorite of Winston Churchill), is being marketed in print with copy that simply asks consumers to try it. “It’s been mixed, stirred and shaken.
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