How a 137-Year-Old Company Stays on Top of Changing Consumer Trends

As the spirits industry navigates shifting consumer trends and evolving market landscapes, staying agile has become essential for growth, even for a company that is 137 years old.  I sat down with Paul Basford, President of William Grant & Sons USA, to discuss how this family-owned, independent company famous for brands such as Glenfiddich, The Balvenie, Hendrick’s Gin, and Milagro Tequila has adapted to change. In our discussion, Basford talks about their data-driven approach to regional shifts, the company’s commitment to core brands, and strategies for cultivating a strong, future-focused team culture.