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First Drinks investment

This article was originally published in Foodnews

FIRST Drinks, the UK unit owned by William Grant & Sons, is investing GBP50 million in its portfolio and is launching off-trade promotions this summer across eight of its key brands. The eight brands - Grant's, Sailor Jerry, Russian Standard, Disaronno, Mount Gay, Cointreau, Tia Maria and Taboo - will be supported by in-store promotional activity. The sampling campaign will include a presence at 45 of the leading Tesco and Sainsbury's stores across the UK with an average of 1 500 consumers sampling the brands per day.

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