Diageo expects direct-to-consumer sales to grow rapidly and emerge as an important part of the business in the years ahead.

Diageo will purchase Aviation Gin and several sister brands in a deal worth up to $610 million.

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Sandy Hyslop

The vision behind Crystalgold

In late 2025, Drinks International editor Shay Waterworth questioned the launch of Chivas Regal’s Crystalgold.

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