Our client has been in business for close to 90 years. The original founder started in the whiskey business and over time expanded the product line so that today it is a multimillion- dollar business with less than 5% of its sales coming from whiskey.
The whiskey market in the U.S. (our relevant market) has been declining at 2% over the last 20 years and our client’s brand has been declining at the same rate.
While the company has great passion for the whiskey brand, in recent years they have been paying limited attention to it. Last year, however, sales of the U.S. whiskey market declined at 2% while our client’s whiskey brand (Aviation Whiskey) declined by 15%, despite selling 10m bottles.
Our client has come to us to understand what has happened and how to grow the brand back without lowering profits.
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