Analysis - Ketel One deal gives Absolut bidders food for thought

By Ben Cooper | 14 February 2008

In acquiring 50%-ownership and global distribution rights to premium vodka brand Ketel One Diageo confirmed its withdrawal from the auction for Absolut. Moreover, writes Ben Cooper, the move for Ketel One suggests the global market leader plans to give whichever company eventually wins Absolut a true run for its money in the premium vodka category.

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In acquiring 50%-ownership and global distribution rights to premium vodka brand Ketel One Diageo confirmed its withdrawal from the auction for Absolut. Moreover, writes Ben Cooper, the move for Ketel One suggests the global market leader plans to give whichever company eventually wins Absolut a true run for its money in the premium vodka category.

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