University of Guelph professor set to plot vodka trail

Posted on Thursday, November 15th, 2012

November 13th - MCS professor Brent McKenzie; First came the hallowed whisky trails of Scotland. Closer to home, the wine trails in southern Ontario and British Columbia’s Okanagan Valley followed. Now, the small European country of Estonia is eyeing its own claim to fame — a world-renowned vodka trail — thanks to Guelph researchers. While visiting Estonia, U of G marketing and consumer studies professor Brent McKenzie observed the strong connection Estonians have with vodka. That led McKenzie and undergraduate student Mark Samman to investigate how vodka’s historical significance could enhance Estonian tourism. Full article from the Guelph Mercury

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