The market for bourbon and scotch is continuing to age. Assume a distiller is interested in increasing the usage rate among light drinkers. Which of the following strategies could be used?
A) Use 20- to 30-year-old people in ads for bourbon and scotch.
B) Lower prices.
C) Use multiple packaging.
D) Promote a contest for bartenders who develop new, marketable drinks containing those type of liquors.
E) Do any of the above

Question

The market for bourbon and scotch is continuing to age. Assume a distiller is interested in   increasing the usage rate among light drinkers. Which of the following strategies could be used?
A) Use 20- to 30-year-old people in ads for bourbon and scotch.
B) Lower prices.
C) Use multiple packaging.
D) Promote a contest for bartenders who develop new, marketable drinks containing those type of liquors.
E) Do any of the above

Quizplus · Accepted Answer

Each of the strategies listed could potentially increase the usage rate among light drinkers. Using younger people in ads could make the product more appealing to a younger audience. Lowering prices could make the product more accessible. Multiple packaging options could attract consumers looking for convenience or variety. Promoting a contest for bartenders to develop new drinks could increase interest and introduce the liquors to consumers in new and appealing ways.

The Market for Bourbon and Scotch Is Continuing to Age