The case why some spirits products are popular all over the world, while others, as a rule, do not go beyond the borders of the country where they are produced has many causes. First of all, it is important to note that the presence of local spirits products is for the best. After all, local products fully meet the tastes of the people of this region (Velvett, 2015); in another country such drinks, most likely, simply will not be appreciated. One might contradict that such spirits products as cognac and champagne are also local products but they are popular all over the world. It must be stated though, that these products have come a long way to international recognition, and during that process they went through a number of changes that have led to the fact that they have become acceptable for people from other countries. A local product of our time will become international when it is adapted to the tastes of people from other countries. Therefore, local products have passed a long way to conquer a certain market.
Another important matter that determines whether a product will be popular worldwide or whether it will be known only on the local market is marketing. When creating advertising campaigns for the spirits products, it is important to “think globally and act locally” (Shiseido Annual Report, 2015). It is possible to assert that some spirits products and brands have global potential and become known and popular worldwide because the marketing strategy used by their producers is culture specific (Velvett, 2015). The promoters of spirit products and brands that become successful globally create localized marketing campaigns for their products taking into account peculiarities of a given country, its culture and traditions (Landor, 2008). Cultural peculiarities are particularly important in the advertising of spirit products while they represent aspirational products, i.e. they are associated with a particular social status, with achievements in life (Keegan & Green, 2010). The ways of celebrating achievements and reaching a particular social status differ from culture to culture; food and drink products are very sensitive to such differences – they will probably be the first ones that will reflect such change. If the spirit product or brand does not convey a specific message that is required in order to reflect the specific environment of the culture where the producers desire it to be consumed, then such product or brand has little change to become popular in that culture and to gain global potential.
References
Keegan, W.J. & Green, M.C. (2010). Global Marketing (6th ed.). Upper Saddle River, NJ: Prentice Hall.
Shiseido Annual Report 2015. (2015). Retrieved 20 June 2016, from https://www.shiseidogroup.com/ir/library/annual/pdf/2015/anu_sec04.pdf
Landor. (2008). The challenge of the global brand: How BP and Panasonic have built their brands around the world | Thinking. Landor. Retrieved 20 June 2016, from http://landor.com/thinking/the-challenge-of-the-global-brand-how-bp-and-panasonic-have-built-their-brands-around-the-world
Velvett, S. (2015).Scotch Whisky in China. Prezi.com. Retrieved 20 June 2016, from https://prezi.com/05qtrtoyn8ir/scotch-whisky-in-china/
