In this episode, Jenni Ashwood - Head of Marketing at Yorkshire-based single malt whiskey distillery, Spirit of Yorkshire - shares educational insights into the history of the family-run distillery as well as the marketing principles that reflect the dynamic nature of how the business is run. Jenni delves into topics around the evolution of brand identity, building trust and brand loyalty amongst key target demographics, the technical and regulatory nuances of exporting to new international markets successfully, and much more.