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BRAZIL: Pernod ups commitment to Latin America

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Pernod Ricard, the French drinks group which recently bought part of Seagram, has announced that it will increase its marketing spend in Central and South America by around 20%.

The move by the maker's of Clan Campbell and Havana Club comes despite the region's economic instability.

The commitment to the region came at the inauguration of a new spirits factory in Brazil.

Pernod, in partnership with Diageo, finally sealed its acquisition of the Seagram wines and spirits businesses in December and Central and South America accounted for 30%.

Indeed, Pernod has now more than doubled its presence in the region in the space of a year to 5.5m cases per annum, making it the number two in the region.
 
"Despite the risks and the volatility in this region, we see it as a region of strategic growth for all brands, and we particularly see that for Brazil," Francesco Taddonio, Pernod's head for Central and South America, said at a news conference.

A Reuters report said Taddonio would not give any more detailed figures for this year's marketing spending, but said the company may try to promote some local brands like its Etchart wine from Argentina and Sao Francisco cachaca from Brazil internationally.


Companies: Pernod Ricard, Diageo

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