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Review
Stuart Delves work is very far from yet another book about whisky. Certainly it is quirky. But it is also great fun. A long and fascinating blether with a companion with whom you re sharing a glass or two of sheer quality. --Ian Smith - The Scots Magazine

Synopsis
Scotch whisky is a phenomenon: it is exported to 200 countries around the world and in 2001, for the first time, over 1 billion bottles were shipped overseas. Scotch is also unique - no other product, in any category, anywhere in the world, is named after its country of origin. Every brand of whisky that is distilled in Scotland bears the descriptor: "Scotch Whisky". And proud of it. This book looks at Scotch as an uber-brand and tells the story of its enduring spirit. Individual brands like Glenfiddich or Glenmorangie have their own brand essence, positioning statements and values. But they all rely on the "Scotch" brand to win new customers and retain the loyalty of existing ones. Stuart Delves provides a fascinating examination of how such a brand evolved across the world, its unique role in the industry, its future, and the key lessons for other brands.

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Most Helpful Customer Reviews   a gift, 1 Dec 2007 By  Linda Simmons (London) - See all my reviews With Christmas and Burns Night coming, this is a perfect gift to go with the more traditional bottle of Scotch. And it will last a lot longer. Great storytelling.  Comment | Permalink | Was this review helpful to you? (Report this) › See all customer reviews...		Search Customer Reviews Only search this product's reviews