Diageo plans whiskey wars

DIAGEO is to use its €300 million acquisition of Bushmills to try and topple Jameson as the world’s top selling Irish whiskey.

Bushmills is to be marketed ‘head to head’ on Irish and international markets against the Pernod Ricard-owned Jameson.

Pernod has turned Jameson, distilled in Cork, into the fastest-selling whiskey brand in the US. It was forced to sell Bushmills.