DIAGEO, the company that owns Guinness, has set its sites on toppling Jameson's as the world number one selling Irish whiskey. The company has acquired Bushmills Irish Whiskey for £300 million (about $550 million USD), and has announced plans to market the liquor head-to-head against its rival.
Jameson, which is owned by Pernod-Richard, is currently the fastest-selling whiskey brand in the US. Pernod-Richard formerly owned Bushmills, but was forced to sell it on acquiring Jameson.
All I can say is that a price war is never a bad thing, especially when the commodity involved is whiskey, and Irish whiskey at that. It'll be interesting to see how this shakes out.
Read the full article at IrishExaminer.com.
Jake Jamieson at Permalink
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