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UFC entry to spirits ring has lessons for industry and its celebrity infatuation - Comment

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September was a big month for spirits and the combat sport known as mixed-martial arts, or MMA. The Ultimate Fighting Championship (UFC), the biggest promoter in MMA, signed its first vodka partnership, with Nemiroff. A few days later Heaven Hill Brands came onboard with UFC through a partnership for its Blackheart Premium Spiced Rum.


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