US drinks giant Sazerac is reportedly close to buying Welsh RTD vodka brand Au Vodka for about £500m.
Vodka is outgrowing spirits in travel retail as premiumisation, flavour, exclusives and experience reshape the category.
Patrón makes ingredient transparency a premium growth lever as U.S. tequila sales contract and scrutiny rises.
Pernod Ricard is reorganising clear spirits around occasions, RTDs, festivals and moderation to unlock faster growth.
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