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Diageo allegedly looking to sell several spirit brands

Johnnie Walker owner Diageo is rumoured to be selling several of its spirits brands, including cinnamon schnapps Goldschlager and Myer’s rum.

Diageo has neither confirmed nor denied reports it is looking to sell numerous spirits brands

In response to a request for confirmation from the world’s leading spirits group, Diageo declined to confirm or deny the reports offering the following statement: “We regularly review our portfolio to ensure we are maximising shareholder value.”

Reports by Sky News claim Diageo is also looking to offload its Popov vodka and Romana sambuca brands in an effort to focus on its premium labels.

In 2017, the drinks giant added George Clooney’s Casamigos Tequila to its spirits stable in a deal worth up to US$1 billion.

Last month, the group revealed plans to launch Casamigos Mezcal and distribute both brands across Europe as part of the Diageo Reserve portfolio.

Diageo also revealed a £150m (US$215m) investment plan last month to upgrade its Scotch whisky visitor centres and create a new Johnnie Walker experience in Edinburgh.

The group is also in the midst of reviving cult Scotch whisky distilleries Port Ellen and Brora, and yesterday announced that Lagavulin manager Georgie Crawford will move to Port Ellen distillery to lead the team there.

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