Word: diageo
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Dates: during 2000-2000
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...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 to create new products. Tequila's cachet has also attracted such smaller spiritmakers as Pernod Ricard, which bought Mexico's boutique Tequila Viuda de Romero in January...