Diageo is investing over £100 millionbehind its Johnnie Walker brand this year, involving a highly innovative global marketingcampaign, in an effort to spur growth in the Scotch whisky market. 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 “

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