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UK: Beefeater to join Chivas Brothers business

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Gin brand Beefeater is to be integrated into Pernod Ricard's Scotch business Chivas Brothers, the French comany said today, following the completion of the Allied Domecq acquisition.

Chivas Brothers will also add Allied brand Ballantine's to its range of Scotch whisky brands from 26 July 2005, as well as Long John, Stewart Cream of the Barley, Scapa and Tormore single malts.

The result means that Chivas Brothers total sales will increase from approximately 11m nine litre cases to 20m nine-litre cases of spirits a year.

Christian Porta, chairman and CEO of Chivas Brothers, said: "The addition of Ballantine's and Beefeater Gin contributes two very significant global brands to our portfolio. The new combined resources, expertise and brands of Chivas Brothers and Allied Distillers will further strengthen our Scotch whisky offering and drive us closer towards becoming the world's leading Premium Scotch whisky company.

"Our mission will be to integrate Ballantine's, the world's No 3 Scotch whisky, and the Beefeater Gin brands into our portfolio and to develop and grow them. We will continue to support Chivas Regal as the world's most prestigious premium blended Scotch whisky and to re-energise The Glenlivet to challenge for global leadership of the single malt category."


Sectors: Spirits

Companies: Allied Domecq, Pernod Ricard

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