Market research
The waiting game is over as Sweden's Vin & Sprit (V&S) today announced it has formed an alliance with Jim Beam Brands to create a new company, Future Brands LLC, to distribute Absolut vodka in the US. Around $270m will be invested by V&S in the new joint venture which will also handle JBB's portfolio in the US. A 10% equity investment worth $375m has also been made by V&S in JBB Worldwide to strengthen it's the two companies' ties.
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