February 23, 2021updated 04 Feb 2022 1:30pm
Why Diageo is winning the slow-and-steady Tequila race – comment
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.