Maxim Voronov on Distilling Authenticity In The Canadian Whisky Industry
The idea of “Authenticity” refers to the quality of being seen as real or genuine. Consumers crave authenticity, especially when it comes to hand-crafted or luxury products. Imagine being presented with the choice of two plates of sushi – one that comes from a Florida supermarket, and one that’s made by a skilled sushi chef who has trained for years in Japan. Which would you perceive as a more “authentic” plate of sushi?
Increasingly, authenticity has been seen as a source of competitive advantage for businesses. “Authenticity work” -the process by which businesses work to create and sustain…
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