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He was in charge of getting the J&B brand back on track and once again following a profitable path. He believed it came down to a question of figuring out what had gone right in the glory days, what had gone wrong in the 1970's and whether and where there was a chance to revive the brand. He has his work cut out for him.
The Problems Facing the Brand
In the 1970's the typical Scotch drinker was between 40-50 years old. There was a certain stigma that came along with enjoying the brown liquor. You were most likely conservative and among society's upper-crust. But, with the Vietnam War and the post WW II baby "boom" changing the demographics, a dramatic shift in popular culture arose...
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