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What are the prospects for vodka in the category's vital US market? Spirits commentator Richard Woodard takes us back, to look forwards.

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Monday this week was Memorial Day in the US, a federal holiday in honour of those killed while serving in the country's armed forces. Thanks to a recent product launch from Diageo, consumers were also encouraged to raise a patriotic glass of vodka in their memory. But, can American Anthem make vodka great again? Richard Woodard is sceptical.

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In 2014, Diageo, the world’s biggest multi-category spirits producer, sent out a call to the world's growing pool of start-up tech companies. The Johnnie Waker and Smirnoff owner was offering a US$100,000 prize for disruptive innovations that could, as Diageo said at the time, solve no less than "our biggest business challenges".

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Starting the year as he means to go on, just-drinks' resident analyst, Ian Shackleton, considers where we should put our investment spend in 2018. Ian also looks at how the analyst community is reacting to the introduction of MiFiD II and explains the reasons behind his favourite drinks category.

Following today's full-year 2017 results, just-drinks spoke to Diageo CEO Ivan Menezes about regional challenges, product innovation and acquisition strategy.

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Earlier today (28 May), Diageo announced that it will buy the Ypióca cachaça brand in Brazil from Ypióca Agroindustrial Limitada for BRL900m (US$453.9m). As part of its press material, the company issued a short interview with the president of its Latin America and Caribbean operations, Randy Millian, in which he discussed the purchase.

Diageo has launched the latest bottles in its limited-edition Smirnoff launch that links the vodka brand with the US's major cities and states.

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Diageo's UK unit has partnered with online retailer 31dover.com to offer a range of edible straws with its pre-mixed range in the country.

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Diageo has added another limited-edition flavoured Smirnoff vodka to its line-up: Smirnoff Moscow Mule, a ginger- and lime-infused vodka-based ready-to-mix product bottled at 30% abv.

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Diageo is joining the trend for experiential prizes with a Smirnoff Ice giveaway that offers to pay US consumers to take a holiday over the upcoming 4 July celebrations.

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Diageo has lined up an online partnership in the UK with social media and entertainment business Ladbible Group for its Smirnoff vodka brand.

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Diageo has added a Raspberry Rosé flavour to its Smirnoff Spiked Sparkling Seltzer range.

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Diageo has announced the next chapter in the 'We're Open' marketing campaign for its Smirnoff vodka brand.

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Diageo has lined up a new marketing campaign for its Smirnoff vodka brand in the Canadian market.

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Diageo has recruited actor Ted Danson to front a series of online adverts for Smirnoff in the US.

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Diageo has launched two new Smirnoff Ice flavours exclusively to the South Korean market.

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Diageo's UK unit has lined up price-marked cans across several products in its ready-to-drink portfolio. 

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Diageo's UK unit has launched a new variant under the Smirnoff Cider brand. 

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Pernod Ricard and Remy Cointreau are the best-placed spirits companies to appeal to Millennial consumers, according to a recent report.

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Diageo has become the latest alcohol company to team up with UK home delivery service Deliveroo.

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Diageo has delivered on its promise earlier this year to enter the alcoholic seltzer fray in the US, launching a Smirnoff-branded range this month.

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Mainstream vodka brands including Diageo's Smirnoff and Pernod Ricard's Absolut have strong growth potential in emerging markets, a new report has said.

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Alcoholic drinks that use healthy cues will struggle to break into the mass market, according to analysts at Mintel.

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Diageo's Johnnie Walker and Smirnoff have continued their slide down a list of the world's most valuable brands.

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Kenya Breweries has released a new RTD variant under the Smirnoff vodka brand.

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Diageo's Johnnie Walker brand has consolidated its dominance of Global Travel Retail's spirits shelves, although Pernod Ricard's Absolut has been overtaken by Chivas Regal and Brown-Forman's Jack Daniel's, according to figures from The IWSR.

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Diageo's Smirnoff brand has moved up one place in a list of the world's biggest-selling spirits brands after posting record volumes and strong growth in 2015.

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Diageo has released two variants of Smirnoff Cider, a blend of carbonated cider, fruit flavours and Smirnoff vodka.

UK Prime Minister David Cameron used Diageo's Smirnoff brand as a weapon for a spot of political retaliation during his speech at the Conservative Party conference today.