Pernod Ricard’s success in landing Absolut vodka has cast doubt over the future of Stolichnaya, currently marketed internationally by Pernod but which the French company will now be looking to offload. Prior to the Absolut deal, Pernod had been seeking to buy Stoli but the complicated issues over the brand’s ownership hampered those ambitions. Now, writes Patience Gould, the logical solution would be for Beam Global, which was pipped to the Absolut prize by Pernod, to make a move for Stoli.

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