Sobieski Vodka is looking to correct a spirits-marketing landscape that "act as if people over the age of 35 don't matter," according to Chester Brandes, president and CEO of Imperial Brands. A "Sobieski Silver" program offers group activities, education events and bar-tending lessons at social clubs. "People really appreciated events that reflect their vibrant, social lifestyles -- a refreshing change from the pitches for hearing aids, reverse mortgages and financial consulting," Brandes says.

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