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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