The woman staring back at me holds my gaze. She is dark haired, glamorous and overtly sexual. Sat on the edge of the bed, dressed in the next to nothing she flicks her hair. I should be careful, she has a reputation as a man-eater and decadent socialite. She has a nose for business too, for this is the woman Seagram is entrusting with turning around its Cognac business, possibly the most poisoned chalice in the drinks portfolio.

Stay informed for just £1! *

Get access to unbiased and data-driven news with a subscription to Just Drinks.

What’s included in your subscription:

  • Unlimited access to Just Drinks content including daily global news, in-depth analysis, and interviews with C-suite executives
  • Unbeatable coverage of categories from beer, wine and spirits to soft drinks and hot
    beverages
  • Unrivalled drinks industry comment from Dean Best, Jessica Broadbent and leading sector specialists