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Culturally tailored drinks

Culturally tailored drinks

The Turkish spirit Raki has been transformed into the cocktail Rakito in order to target the Chinese market.

Why it matters

With China finding the taste of Raki too strong due to its anise ingredients, the Turkish company has adapted its product to suit this different audience. In a globalised world, is this a cultural challenge global brands will face less of in the future?

Enhancement
Significance
Food & Drink
Turkey
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