The Bottom-up Drinks Newsletter
<#038> The King is dead. Long live the King. Why there's no such a thing as a dead category?
In the dynamic landscape of the drinks industry, trends come and go. "Rum is dead. Whisky is dead. Vodka is dead." These phrases have echoed through the years, signaling consumer preferences. But are these pronouncements accurate, or is there a deeper truth we should uncover? The Myth of Category Demise: