The planet's largest purveyor of liquor and wines, UK-headquartered Diageo, has finally kissed and made-up with Russian vodka distiller Smirnov Trading House.
Roubles rather than romance settled the longstanding feud between the two vodka pedlars - previously daggers-drawn over the Russian company's alleged trademark infringement of Diageo's Smirnoff brand.
Diageo has taken a 75% stake in a joint venture with STH to market Diageo brands (including Smirnoff) as well as Smirnov in Russia. Diageo has invested $50 million (€42.16m; £28.7m) in the venture.
Says the latter: "We felt that partnering with Smirnov was the best option."
Data sourced from MediaGuardian.co.uk; additional content by WARC staff
