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Diageo/LVMH move for Pernod won't wash

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Why spirits must rethink its future positioning

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The camera soars low over fields of spiked agave plants, past workers toiling under the hot Mexican sun. You turn your head as you drift into the hold of a truck. Suddenly you're in a bustling Tequila distillery, dipping under a two-tonne agave-crusher and through to a cask-filled warehouse.


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