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-Diageo Acquires Cabin Fever Maple Flavored Whisky.

AIRLINE INDUSTRY INFORMATION-(C)1997-2012 M2 COMMUNICATIONS

12 June 2012

Wine and spirits company Diageo (NYSE: DEO) said that it has acquired Cabin Fever Maple Flavored Whisky. The acquisition will provide Diageo with a new brand that delivers on two emerging growth trends within the US spirits market: flavored whisky and craft distilling.

Flavors continue to be a growing category within whisky, with double digit growth of over 40% (Volume sales IRI past 52 weeks, May 13, 2012). Also fueling growth are artisanal spirits which are expanding across the country.

Cabin Fever Maple Flavored Whisky was originally launched as a family business, run by the Robillard Family. Through their efforts, the brand has a loyal following of consumers and bartenders primarily in the North East. The family will continue to be heavily involved in the brand and national roll out, continuing to build on the momentum they've built in the community.

The brand will be the newest addition to Diageo's Catalyst Division, which focuses exclusively on high potential brands.

Diageo is a premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

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Date:Jun 12, 2012
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