AW: [MM-MALTS-L] [Fwd: Diageo CASE ID 2248914]

[Horst Luening]

Hello Ron!

This marketing matter is on discussion for a long time now. Kilts and castle
ruins are familiar to us but not to the JW drinkers worldwide. 10 yrs ago
they started to change ads from being Scottish to more global. A tough guy
had to pass difficult situations all over the world and relaxed afterwards
with a glass of JW.

What we are here seeing is the second wave of the globalization. Not only
foreign products are imported into our countries, but the style of our
products is changed by our planetwide population.

Does a Chinese or somebody from Africa has a particular mind about Scotland?
Does somebody worldwide recognize, that Volkswagen had its rise by the
'Kraft durch Freude Wagen' (force thru Joy car) from Adolf Hitler?

No! If you (or me) find it good or not - our heritage becomes lost in the
modern world. We, as the maltheads are able to combine history and product.
But worldwide? No - JW ist just another spirits drink which is competing
with others.

We ourselves have made JW such a product. We stopped drinking it and moved
to other (better) brands. If we are no longer finding customers for JW here,
we have to find them somewhere else. Even in Asia. And if we are no longer
able to compete, then our companies have to increase productivity. If the
worldwide markets grow, as they did in the last decade, then our jobs are
safe. If the market rumbles ... you see the problem.

I employ quite a few people but we are still a very small company. If we
small companies fail, the families of our employees suffer. When huge
companies reduce their workforce (or fail), the state, the company or
whoever has to pay for it. I only ask for a little more reflection in front
of signing a petition.

Regards,
Horst