ALCOHOL MARKET ANALYSIS
Key Developments
Major companies engaged in alcohol market are undertaking various growth strategies such as new product launch and collaborations in order to maintain their position in the competitive business environment.
For instance, in 2016, Brown-Forman Corporation acquired The BenRiach Distillery Company Limited (Scotland-based company). The transaction included addition of three single malt scotch whiskey brands: The GlenDronach, BenRiach, and Glenglassaugh into Brown-Forman’s whiskey portfolio, as well as three malt distilleries, and a bottling plant. The acquisition has helped Brown-Forman to expand its presence in the distilled spirits market.
In October 2019, Diageo Plc., a globally renowned alcoholic beverage manufacturer, launched a new collection of its Scotch whiskies and named it ‘Rare by Nature’. The price range for whiskey will be US$ 110 to US$ 1950.
In September 2019, Pernod-Ricard S.A., one of the largest wines and spirits manufacturer completed the acquisition of Firestone and Robertson Distilling Co. which manufactures premium whiskies.
In 2017, Marie Brizard Wine & Spirits opened a new vodka distillery at its plant located in Lancut (Poland). The company invested US$ 23.7 million in the distillery. The distillery is part of the company’s strategy to produce all its vodka in-house.
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