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AS Unit 2: 12 lessons for success

case study

Diageo

Doing business in emerging markets

With growth in Europe and North America still stuttering, Pete Imeson looks at how UK drinks giant Diageo is expanding into new markets

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Diageo is the world’s leading premium drinks company. Although you may not be familiar with the company name, you will certainly recognise its brands — it has more brands in the top 100 premium spirits than any other firm, producing the world’s best-selling:

■ whisky (Johnnie Walker)

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AS Unit 2: 12 lessons for success

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