Posted 18 April 2019
It’s easy to forget quite how big the global spirits market truly is. I’m not talking about the budding expansion of distilleries across the world – or even of the growing interest for all things booze-based. But, the international drinks market is both highly complex and highly interconnected. Taken in isolation, small changes at a small distillery can make huge impacts to both operating costs and profits. At large, multinational companies, whisky, single malt, or even the output of one individual distillery is but a small cog. Far from inconsiderable, but still part of a much large machine. Over the years, Diageo has shown that they’re quite willing to take their machine to pieces and attempt to reassemble it – sometimes with a few nuts and bolts left over.