Word: diageo
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Dates: during 2000-2009
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...that's pretty much what Diageo, Smirnoff's parent company, is doing to get TV exposure. To protect minors, the networks don't accept hard-liquor commercials, so Smirnoff, one of the world's top vodka makers, started its own brand of malt drink with Smirnoff Ice, which is deemed fit for the airwaves. Many other distillers are touting their flavored malt beverages to go up against the beer companies--and get exposure. Drinks such as Bacardi Silver, Captain Morgan Gold (also by Diageo), Jack Daniel's Hard Cola, Skyy Blue, Sauza Diablo, Smirnoff Ice and Stolichnaya Citrona contain...
...part at getting the hard-liquor logos on TV. "A great deal of the advertising frenzy is the ability to put the company name out," says Tom Pirko of BevMark, a California beverage-consulting concern. "In a sense, the drinks are impostors." James Thompson, marketing vice president for Diageo, denies any such motivation. He says the ads simply target consumers thirsty for the next new flavor. He estimates that malternative brands will spend $250 million to $300 million on television ads this year...
...billion--all for an investment of $200 million. And that's not its only deal in the works. While public attention naturally attached to the US Airways transaction, Texas Pacific was quietly closing a deal 10 times larger: a $2.26 billion cash buyout of Burger King from Diageo, based in London. Bonderman and his partners are also finalizing the purchase of bankrupt Swissair's catering subsidiary, Gate Gourmet, No. 2 in the world with $2 billion in annual sales...
...second inning of spin-off activity, while the U.S. is already in the sixth or seventh," says Mark C. Minichiello, principal at Spin-off Advisors in Chicago. "The trend in Europe is definitely picking up. There will be a lot more demergers." Indeed, companies as diverse as Diageo, Nestlé and Deutsche Telekom are contemplating at least partial separations from ill-fitting divisions...
...year, Kingfisher spun off its Woolworths general merchandise stores, and there is now intense speculation - not denied by Kingfisher - that the retailer will rid itself of its electronics group, which includes Comet in the U.K., Darty in France and other chains in Belgium, Germany, the Netherlands and Eastern Europe. Diageo wants to offload Burger King, the fast-food chain it has owned for about 13 years, to concentrate on alcoholic beverages...