date:Nov 06, 2012
long-term growth. We are executing this strategy by stepping up brand-equity-building investment by a double-digit rate for a third consecutive year in 2012, and accelerating the laydown of more aged spirits to support future demand, Shattock said.
As we had planned, the lions share of these increased strategic investments will come in the fourth quarter. In fact, we anticipate that our fourth-quarter brand investment will be more than 20% higher than last year as we seek to further enhance