It must be easy for you drinks execs at this time of year: All your planning, logistics, promotions, you-name-it for the run-up to the festive period will have kept you entertained back in September, I'll wager. Come December, I bet your desks have never looked tidier, you'll have got most of the coffee cup circles wiped away and your Newton's cradles are still on the go.

Be honest. I'm 100% correct, aren't I?

Well, we'd appreciate a bit of down-time as well, if you could oblige. The timing of Beam Inc's move into the Irish whiskey category, on Friday afternoon, was not particularly welcome. Especially as we were just about to sit down at Pernod's annual media lunch in London.

A bit more consideration, please.

Beam's purchase of Cooley, by-the-by, is a move that will make any takeover of the firm, which had been widely expected in the coming months, far more complicated than it would have been. By purchasing one of the three producers of Irish whiskey, any overtures from the owners of the other two, Pernod Ricard (through Irish Distillers) and Diageo (through Bushmills) will require a second-string player. Whilst not necessarily drawing the speculation to a complete close, Beam can be assured that the rumour-mill will slow down somewhat, for the time being.

We'll have further coverage of the acquisition later today, so keep your eyes peeled

Also continuing this week will be our review of the year. Our look back at the year for soft drinks is now live, so we've got three more to go.

This is our last weekly email of 2011. We've had a fantastic year, once again, and we thank you, the drinks industry, for playing a major part in making 2011 such an exciting year for us. So, from everyone at just-drinks, we wish you all a very merry Christmas and a happy New Year.

Until next time...

Olly Wehring
Managing Editor
Web: http://www.just-drinks.com
Email: editor@just-drinks.com
Twitter: http://twitter.com/just_drinks