Sunday 25 February 2018

Brendan Keenan: No quick fixes in complex world of globalised trade

US President Donald Trump meets with British Prime Minister Theresa May in the White House Oval Office in Washington. Photo: Reuters
US President Donald Trump meets with British Prime Minister Theresa May in the White House Oval Office in Washington. Photo: Reuters
Brendan Keenan

Brendan Keenan

IT is almost 30 years since French company Pernod Ricard bought whiskey-maker Irish Distillers and sales of Jameson are booming. Another overnight success.

This is what trade in a sophisticated product means. All that French expertise, global distribution, money and marketing skills - and it was still three decades before the long-awaited rediscovery of Irish whiskey takes place.

It is a matter of being ready when the cycle of consumer taste turns, helped on its way by some judicious, and expensive, marketing. Being free to enter the market is only the beginning.

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