Analysis

Dave Broom report: Brown spirits cast shadow over Seagram merger as Scotch distilleries fear the worst

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The race for Seagram's spirits seems to have boiled down to a two horse race between Allied Domecq and Diageo/Pernod Ricard. But as Dave Broom reports there are considerable inconsistencies in the rationale for a merger between Seagram and either of its two suitors, especially in the brown spirits portfolio.


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