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Why Diageo's Cuban rum play isn't enough to save the category - Comment
2019-08-29 14:17:00| Daily beverage news and comment - from just-drinks.com
Imitation, they say, is the sincerest form of flattery. More than a quarter of a century after Pernod Ricard signed its Havana Club joint venture with state-owned Cuba Ron Corp, Diageo has followed suit. The group's Santiago de Cuba agreement, announced earlier this month, is one of the most eye-catching spirits deals of the year - but it shouldn't distract us from the huge challenges facing the rum category, says Richard Woodard.
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