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Marketing Expansive Strategies of Scotch Whisky in China Market: A Challenger's perspective by Wang, Wenchuang

“…Whisky makes it go round twice as fast!" Compton Mackenzie wrote in the book - " Whisky Galore". Being famously called the "water of life", Scotch whisky has been the world's leading spirit drink and outsells every other noble spirit in world markets. …”
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