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 Diageoís 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 brandís 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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Reaching the 50th instalment of Hemmingís Way is hardly the biggest milestone, but I donít need much of an excuse to pour myself a glass of champagne before getting dressed. Itís a better reason than I had for all 49 other instalments, anyway. Not that that stopped me.

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