The impact on the bourbon market of the introduction of a new "American Light" whiskey - Market Research and American Business, 1935-1965

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Field name	Value
Title	The impact on the bourbon market of the introduction of a new "American Light" whiskey
Box Number	105
Report Number	2431A
Library	Hagley Museum and Library
Copyright	Hagley Museum and Library
Date	Feb 1971 Find out more about this year
Document Type	Proposal
Industry	Food and Drink
Commissioned by	Bourbon Institute
Conducted by	Institute for Motivational Research, Inc.
Place	Croton-on-Hudson, New York
Company	Bourbon Institute Go to Business Biographies
Brand	American Light
Method	Interview; Test; Focus Group; Consultation
Keywords	whiskey, alcohol, liquor, consumer, competitor analysis, market segmentation, customer profiling, drinking custom, cost Go to Glossary
Language	English