Word: centinela
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Dates: during 2000-2009
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...which consumes 80% of Mexico's tequila shipments abroad. "A few people who regularly went to Mexico for these small specialty tequilas started importing them for sale," says Christopher Palmer, publisher of the online magazine Tequila Fancy. International customers were soon savoring formerly inaccessible brands like Centinela, Lapiz and Gran Centenario. A string of new multinational players in the market also helped. Over the past five years, giants like Brown-Forman and Seagram (Tequila Don Julio) and powerhouses Diageo (Cuervo's distributor) and Allied Domecq (Sauza's) have bought tequila distilleries in Mexico or gone into partnerships there in order...
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