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Pernod Ricard fell 4.4% organically across nine months with the US down 14% and China down 24%, while LVMH’s wines and spirits grew 5%. Same categories, same consumers, opposite results.
As global travel and luxury consumption continue to converge, Diageo is preparing a major international showcase for its Tequila portfolio during the FIFA World Cup 2026.
Through more than 100 immersive airport activations across 34 travel hubs, the group is positioning Don Julio and Casamigos at the center of one of the world’s most influential cultural events.
