Diageo in surprise move for Ursus

By Chris Brook-Carter | 31 August 2004

Having made a conscious effort in recent years to focus only on its big-selling core brands, Diageo revealed last week that it is in talks to acquire the relatively small vodka brand, Ursus. Chris Brook-Carter investigates what it is about Ursus which might have caught Diageo's eye.

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Having made a conscious effort in recent years to focus only on its big-selling core brands, Diageo revealed last week that it is in talks to acquire the relatively small vodka brand, Ursus. Chris Brook-Carter investigates what it is about Ursus which might have caught Diageo's eye.

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