Sometimes the strategy is to stay silent and hope the problem goes away, or that no one notices it.
That seems to be the path Independent Liquor andÂ RTD producer of the tipple of choice of Hamiltonâ€™s 9 year olds â€“ Codyâ€™s Bourbon & Cola, is taking.
Problem for Independent Liquor is that the story is not going away, if anything willÂ continue to bubble away for some time to come.Â
Maybe itâ€™s because the marketing and brand experts are telling booze boss Julian Davidson that this is a great story and at every mention of the wasted 9 year old results in one of their key RTD brands getting massive (and free) exposure.
Maybe itâ€™s a case of the need to always be in touch with the market, so donâ€™t wreck a good thing.
But with the story now well into another media cycle and reaching around the world, you would think the company producing the RTD would have released a statement saying something along the lines of â€ś…weâ€™re appalled…Â donâ€™t condone this…need to be responsible with alcohol…â€ť
But no. The deafening sound of silence from Independent Liquorâ€™s Hunua base is hardly surprising.
Aren;t holiday’s grand…sun, surf, no one interested in the news…news vacuum…oh hell!