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It is a long article but contains a host of wine, drink and food related information - from the winning formula Budwesier eventually found in selling the brand to the UK, through to the associations we have with New Zealand that vodka brand 42 Below encapsulates in it advertising and how Peroni uses its Italian heritage to great effect. Britain it seems views itself as 'dull and predictable' and locked into 'heritage' brands.

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"provenance is emerging as one of the most important tools in the European market's arsenal to unite people around a brand"

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