n what is being perceived as a marked shift in marketing a product, more and more moolah is being spent on creating word of mouth publicity around a product.

Beam Global Wine & Spirits has allocated a budget of $100 million to invest in this marketing strategy. The liquor company has directed its resources to get people talking about its high end brands, which include the Jim Beam bourbon, Sauza tequila and the Courvoisier cognac. ... more