Dear Client: These days, CPG companies inside and outside bev alc feel compelled to hedge their bets in uncharted territories, like the growing non-alc occasion, and the spectre of legal weed. Just yesterday, Diageo, the world's largest liquor company, announced its investment of a "significant majority shareholding" in Seedlip, the "world's first" distilled non-alcoholic spirit. Diageo already had some ties to the company, as its independently run Distill Ventures accelerator program took a minority stake in Seedlip back in 2016.
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