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"Diageo is investing over &amp;#163;100 millionbehind its Johnnie Walker brand this year, involving a highly innovative global marketingcampaign, in an effort to spur growth in the Scotch whisky market.    Scotch whisky is extremely important toDiageo accounting for roughly 25% of group profits. Diageo, through its United Distillers&amp;amp; Vintners spirits arm controls about 40% of the Scotch whisky market, and owns fourof the top ten selling Scotch whisky brands (see Table One). UDV is, of course, by far theworld&amp;#39;s largest spirits group, being at least double the size of its nearest rivals -Allied Domecq, Seagram and Bacardi. See &amp;quot;"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.just-drinks.com/analysis/100-million-tonic-for-scotch-whisky_id85167.aspx>