date:Nov 21, 2012
s, we went to our core, expanded that core and the rest was the demographics happened. We were benefactors of that. We could have cut everything and made more money. But we stayed the course. We appropriately spent behind our brands and built our brands.
Q. Was scotch initially as popular in Latin America or has it been an educational process?
It had a good foothold and we've increased that foothold. In Mexico, it was 3 or 4 percent of the spirits category but now it's 12. We've invested beh