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08.2009

Massachusetts Beverage Business

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DIAGEO STIRS UP AN INVESTMENT

Massachusetts-based Stirrings established back in 1997 by local entrepreneurs Gil Maclean and Bill Creelman is now a Diageo brand. Diageo will increase its investment of Stirrings, LLC, makers of Stirrings, a premium cocktail mixer portfolio to 1OO percent. In 2OO7, Diageo made a 2O percent minority investment in Stirrings. As a result of the acquisition, the marketing of the Stirrings brands will be integrated into Diageo and join all Diageo brands in its distributor houses across the country. Steve Rust, Senior Vice President of Reserve Brands, will oversee sales for all Stirrings products. Bob Swartz will stay on as CEO of Stirrings, overseeing the commercial business and liquid development, which will remain in Fall River. He will be joined by Larry Freedman, who will continue to be responsible for innovation, operations and quality for the line, which consists of over 5O products such as premium mixers (Mojito, Cosmopolitan, Margarita), Rimmer brand cocktail garnishes (Margarita Salt, Pomegranate, Cosmopolitan), and classic bar ingredients (Dirty Martini, Grenadine, Blood Orange, Bitters). Both Gil Maclean and Bill Creelman will remain as consultants.

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