Episode 231 - Picon Someone Your Own Size

In this audio essay, Eric examines mergers and acquisitions in the spirits world, using several case studies to explore how brands rise, fall, or become acquired.

The case studies are:

• The recent acquisition of Picon Aperitif from Diageo by the Campari Group
• The sale of Blue Coat Gin to Heaven Hill, as part of their acquisition of Samson & Surrey.
• The acquisition of Faber Distilling (and its facilities) by Millstone Spirits Group

At first blush, this might sound like just a bunch of corporate twaddle. But if you dig into the stories behind these headlines, a richer, crisper picture of today's spirits industry begins to emerge.

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