Diageo, the world’s biggest spirits maker, raised a toast on Thursday to celebrate its sparkling sales.
What does this mean?
Plenty of folk spent the pandemic mixing their own cocktails at home, but that doesn’t mean they went teetotal when restrictions lifted. Quite the opposite: the current cost-of-living crisis seems to be another excuse for a regular liquid pick-me-up. And while the economic slowdown has some trading down for cheaper foods, drinkers actually seem to be quaffing swankier stuff: after all, it was Diageo’s most expensive booze that customers really thirsted for, and sales of the firm’s priciest offerings grew by double-digit percentages in each region. In fact, p
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