SPIRITS BRANDS ARE DETACHED THE FROM THEIR CONSUMERS BY SHEER TRUCTURE OF THE INDUSTRY-WIDE INDUSTRY We’re talking about that notorious three-tier system. It keeps spirits brands distanced from the people actually PROBLEM enjoying their product. The problems we’ve seen arise from this is a very obvious lack of understanding from spirits brands about how their consumers like to use their product. In practice, this looks like spirits brands thinking their spirits brand is mostly enjoyed by af昀氀uent women, when in fact it’s blue collar men with a lot of disposable incomes who are their main consumer. Or it looks like spirits brands posting incorrect cocktail recipes, or showing overservice in their photos, or only posting neat pours of their product when most are enjoying it in cocktails. We see it all the time, from small brands to huge brands that everyone knows.