Bacardi purchased the Dewar's Scotch whisky and Bombay gin brands for $1.9 billion from Diageo. The purchase is meant to help Bacardi diversify its spirits portfolio beyond its best-selling rum, and increase its clout with wholesalers. Diageo, the company that resulted from the merger of Guinness and Grand Metropolitan, was ordered to sell the brands by regulators, who cited competitive concerns. The move is likely to lead to agency reassignments. Leo Burnett
USA, Chicago, handles Dewar's and the Johnnie Walker whiskies, which will be staying with Diageo. Margeotes/Fertitta & Partners, New York, handles Bombay as well as Diageo's Stolichnaya vodka. Ammirati Puris Lintas, New York, handles Bacardi.
Copyright March 1998, Crain Communications Inc.