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  • Is finely crafted whisky the new craft beer?
  • Is finely crafted whisky the new craft beer?
    arileu, Creative Commons (2014) ©
CASE STUDY

Distill Ventures: bottling the craft spirits movement

Just like beer before it, spirits are getting the craft treatment. Tapping into the emphasis on quality over quantity, Diageo has launched an accelerator programme to raise the next generation of craft distilleries. But why isn’t Diageo just creating its own premium brand?