Since its launch in 2009, the program has positioned Puerto Rico as a cocktail destination in the region, where consumers have also responded favorably to the Diageo portfolio of brands.
“Surely many Puerto Rican business owners are faced with this dilemma: How do we keep innovating? On the one hand, innovating is what the market is calling us to do, but on the other hand, we don’t want to cross an ethical line and provoke distrust among the public and our clients.”