Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Product Brands and Branding.

Description: Bespoken Spirits says it is using science to produce better whiskeys. Now, it has several million dollars to prove it can.The Menlo Park, California-based startup, which uses a proprietary technology to rapidly produce custom whiskey, announced on Tuesday that it received $2.6 million in seed funding from semiconductor mogul T. J. Rodgers and baseball legend Derek Jeter.


Date: Oct 08, 2020


Questions for discussion:

  • Who is likely to be the target market for this brand and technology?
  • Do you think it can succeed?
  • How would you build brand awareness?