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Scotch whisky is extremely important toDiageo accounting for roughly 25% of group profits. Diageo, through its United Distillers& Vintners spirits arm controls about 40% of the Scotch whisky market, and owns fourof the top ten selling Scotch whisky brands (see Table One). UDV is, of course, by far theworld’s largest spirits group, being at least double the size of its nearest rivals -Allied Domecq, Seagram and Bacardi. See “Mixing Drinks Proves a Headache“.Last year, UDV achieved volume sales of 113 million cases (9 litre) and operating profitsof £967 million, with Scotch whisky contributing about 25% of volume and half of profits.

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