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The subject of their inquiries focused mostly on marketing and acquisition decisions.
The addition of Seagram’s upscale wine and spirits brands into Diageo’s portfolio caused the corporate-level management to rethink their global marketing strategy. The newly created Diageo Chateau & Estate Wines division was especially under examination for opportunities to create synergies with the other two beverage lines. Also because of the fundamental differences between the processes to produce wine and the processes to produce beer and spirits, Diageo faced questions on how to market the wines alongside the beer and spirits...
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