Diageo seals Ketel One deal

10 June, 2008

Diageo has sealed its $900m deal to buy 50 per cent of Dutch vodka brand Ketel One.

Diageo said it and Ketel owner, the Nolet family, had completed their agreement to set up a 50-50 joint venture for the premium vodka brand.

The announcement follows a green light from US competition authorities last week.

"This transaction further enhances Diageo’s platform in the fast-growing super-premium vodka segment," said Diageo chief executive Paul Walsh.

Ketel One sells 1.9m cases annually, though mainly in the US. OLN understands Diageo will look to expand the brand’s presence in other markets, and possibly the UK.

The group chose Ketel One over a bid for Absolut vodka owner Vin & Sprit, recently acquired by Pernod Ricard.




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Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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