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07.2012

Massachusetts Beverage Business

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DIAGEO’S GOT CABIN FEVER

Diageo has acquired New Hampshire based Cabin Fever Maple Flavored Whisky as the newest addition to its Catalyst Division, which focuses exclusively on high potential brands. The acquisition will provide Diageo with a new brand that delivers on two emerging growth trends within the US spirits market: flavored whisky and craft distilling. Flavors continue to be a growing category, with double digit growth of over 4O%. Also fueling growth are artisanal spirits. Cabin Fever Maple Flavored Whisky was originally launched as a family business, run by the Robillard Family. The brand has a loyal following primarily in the Northeast. The family will continue to be heavily involved in the brand and national roll out. Diageo will initiate the national roll out of the whisky this fall.

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