Analysis

TEQUILA: Riding out the crisis

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What are Diageo's priorities for the years ahead?

Diageo Performance Trends 2014-2018 - results data

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For those who have never set eyes on a mature blue agave, let me give you a brief description. Unless you're a professional basketball player, it's probably as tall or a little taller than you. Blue, broadsword-sized leaves come soaring up out of its heart; not only are their tips needle-sharp, but there are fierce little darts all the way along the edges. Reversing into an agave can mean you don't sit down for a week.


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