Diageo finally completes its Irish trio
By Ben Cooper | 14 June 2005
By selling Bushmills to Diageo, Pernod has removed the global powerhouse from the equation as it seeks to close its bid for Allied Domecq, while Diageo at long last has an Irish whiskey brand, reports Ben Cooper. But whatever happens with the bid, Pernod will no longer have things all its own way in the growing Irish whiskey category.
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By selling Bushmills to Diageo, Pernod has removed the global powerhouse from the equation as it seeks to close its bid for Allied Domecq, while Diageo at long last has an Irish whiskey brand, reports Ben Cooper. But whatever happens with the bid, Pernod will no longer have things all its own way in the growing Irish whiskey category.
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