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The Glenlivet, once again the top single-malt Scotch whisky by volume and sales, realized its marketing needed a spruce when the brand began losing ground to a key rival.
Not only was the brand falling behind a top competitor, it was also losing market share to bourbons and Irish whiskeys, according to Shefali Murdia, director of brand engagement at parent company Pernod Ricard.
While
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