Often when we talk about the drinks industry, what we talk about is marketing. Of course taste matters, but what influences that taste, what preconditions it to a favourable reaction or a quick return to the table of a glass is the marketing behind the glass.  Speaking to Alice Carroll about Foxes Bow, the Limerick-based whiskey brand she co-founded with Tony Foote, it is clear that marketing dominates the conversation: the position of the brand, who it targets, and why. “People want to feel part of a brand, whereas for some reason whiskey was staying as exclusive as ever,” Carroll…

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