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The Spirits & Wine business operates in more than 50 markets worldwide and owns or controls distribution of 89% of its sales volumes. It owns 13 of the top 100 international premium spirits brands and holds top or second position in six of the leading spirits categories.

The core spirits brands are Ballantine's (the world's third largest scotch brand) Beefeater (the world's leading imported gin) Kahlua (the world's second largest single liqueur/cordial brand) and Sauza (the second largest tequila brand worldwide). Other key brands include Canadian Club, Courvoisier, Tia Maria, Laphroaig and Maker's Mark.

Allied Domecq Spirits & Wines' principal operating companies are: Allied Distillers in Scotland; Hiram Walker in Canada; Courvoisier in France; Domecq in Spain; Cockburn Smithes of Portugal; Maker's Mark Distillery in the US; Domecq of Mexico; and Allied Domecq Wines in the US.

The company can trace its origins back to 1961 and the creation of Allied Breweries. In 1981 the company changed its name to Allied-Lyons. Following the purchase of Domecq in 1994, it began trading as Allied Domecq.

In November 2001, Allied Domecq announced that its wine business would be splitting from its spirits division as of January 2002 as a result of a series of major wine acquisitions. It also announced that Allied Domecq chief marketing officer Kim Manley had completed the restructure of the wines and spirits company's global marketing department, a year after he joined from rival Diageo.

The changes have given the department a brand-led focus under two teams headed by senior vice-president of marketing Simon Stewart and senior vice-president of innovation Simon Hunt, as well as a geographical focus under regional marketing directors.

Allied Domecq also consolidated its global advertising accounts into three creative agencies - Bates Worldwide, BBDO and dRush - in an appointment that saw Rainey Kelly Campbell Roalfe/Y&R lose the Tia Maria account to Bates UK.

Bates Worldwide took on the Tia Maria and Ballantine's briefs while the BBDO network won Beefeater, Stolichnaya and Kahlua, with AMV Advance in London handling UK work. US-based dRush will take Courvoisier and Sauza.

The marketing services agency for all key brands will be 141. Optimedia retained the worldwide media account, working with sister agency Zenith Media in some markets.