Diageo’s Don Julio Push Gets Results

Dear Client: You may recall that Diageo is determined to regain its leadership position in the tequila category after the loss of Jose Cuervo. New data from GuestMetrics suggests that the company is well on its way as Don Julio tequila has become one of the top on-premise volume share gainers in the spirits category. Despite sluggish on-premise trends in 2013, Don Julio has grown volumes by about 8% year-to-date through September. In the first quarter of 2013 Don Julio