A change in permitted terms for Irish whiskey in the US has been turned from a problem into an opportunity by the market leader, Pernod Ricard’s Irish Distillers. Whilst Richard Woodard is happy to applaud the unit’s handling of the matter, could this not be used as a springboard, he asks, for the category as a whole to really hit the gas?
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US Tariffs are shifting - will you react or anticipate?
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