Even for a spirits category that doesn’t like to hurry, Diageo’s success in Tequila has taken a while. Finally, the dividends of this slow and steady approach are being realised. Category commentator Richard Woodard has advice for those who have been quick to judge.
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Topics in this article: Bacardi, Beam Suntory Inc, Brown-Forman, Category Comment - Unaged Spirits, Diageo, Pernod Ricard