Key For Canadian Is Corralling New Consumers

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TIFFANY L. PARKS | Ohio Tavern News Writer
Published: 11/02/2011

For Joe Murray, the future growth of the Canadian whisky market is rooted in a single question: “Can we change the way you think?”

Murray, senior brand manager of Canadian Mist, said that while loyalty to his company and the industry is strong, the challenge of reaching new audiences is always present.

“Our research tells us our loyalists love us,” Murray said, adding that some consumers stick with the brand for more than 30 years.