Diageo Sees Potential in Lower Volume Offerings

Diageo is taking a page from other companies, such as MillerCoors' craft beer subsidiary Tenth & Blake and even Beam's Rising Stars strategy, and creating its own standalone division that will focus on developing smaller, lower volume brands. Or what Diageo calls in its statement, "high potential brands." They hinted at this in their year-end earnings release a few weeks ago, but at the time did not give any further details. The current president of Diageo Chateau & Estate Wines, Sandra LeDrew, will head the new Catalyst unit and report to Diageo USA president Larry Schwartz. And what exactly are those brands?

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