Description: Ted Hissey is senior vice president and director of innovation, consumer planning and global marketing services for spirits and wine producer Brown-Forman, marketer of brands such as Jack Daniel’s, Southern Comfort, Korbel, Chambord and Finlandia. Hissey oversees new product initiatives, market research and marketing services that support B-F’s brands on a global basis. Hissey spoke to eMarketer’s Debby Garbato about how B-F is using digital media to promote new and existing products.
Source: eMarketer.com
Date: Sep 07, 2012
Questions for Discussions:
- Describe the use of social media by the firm.
- Do you have an ethical or social responsibility concern with the use of social media for the promotion of alcoholic beverages?
- Do you think there should be restrictions or controls on the use of social media for marketing alcoholic beverages?
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