There is no specific formula for turning a niche brand or category into an international success, but based on historical evidence, IWSR suggests it is difficult to get done without the support of a multinational drinks company. In this article the data firm lends credibility to this assertion through a look at why Cognac took off compared to its neighbor Armagnac and how Irish whiskey went from being “in the doldrums for decades” to a “flurry of new investments” with the help of a multinational company.
Source: IWSR, October 2020