What Your Agency Can Learn from Bourbon

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No matter the industry, trends are always evolving. But what happens when businesses refuse to adapt, or wait until it’s too late?

The liquor industry is a prime example. According to the Distilled Spirits Council of the United States, beer now makes up less than half of the U.S. alcohol market—marking a 56% decline over the past 17 years. Liquor sales, on the other hand,  increased from 28% to 35% within the same timeframe. Bourbon in particular has enjoyed a recent surge in popularity.

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