Diageo shuffles Japanese portfolio
Diageo has embarked on a major overhaul of its Japanese distribution arrangements.
Diageo has embarked on a major overhaul of its Japanese distribution arrangements.
From Oct 1, its MHD joint venture with Moet Hennessy will focus principally on luxury malt and blended whisky brands, including Blue, Green and Gold Label versions of Johnnie Walker, plus Old Parr and Talisker.
MHD is also to get Japanese distribution rights for Zacapa rum and Bulleit Bourbon to beef up its luxury dark spirits portfolio.
At the same time, 13 brands will transfer to Kirin Brewery which already handles Diageo's Guinness, Kilkenny and Smirnoff Ice brands.
The new additions include Johnnie Walker Black and Red, Smirnoff, Tanqueray and Baileys.
The move follows the formation of a Diageo Kirin, a joint venture to develop an overall business strategy for Diageo's premium brands in Japan.
Diageo said the reshuffle would "streamline distribution of its products while playing directly to the core strengths of both partners".
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