commiss decis octob declar concentr compat common market function eea agreement case iv guin grand metropolitan notifi document number english text authent text eea relev ec commiss european commun regard treati establish european commun regard agreement european econom area articl thereof regard council regul eec decemb control concentr undertak amend act access austria finland sweden articl thereof regard commiss decis june initi proceed case undertak concern opportun make view object rais commiss regard opinion advisori committe concentr guin plc guin grand metropolitan plc grandmet notifi commiss intent creat compani call gmg brand plc gmg merg busi activ decis june commiss order continu suspens notifi concentr pursuant articl articl regul eec merger regul take final decis june examin applic commiss conclud oper fell scope merger regul rais doubt compat common market decid initi proceed pursuant articl merger regul parti guin guin uk regist hold compani group princip busi activ product distribut world spirit unit distil ud brew beer interest hotel publish grandmet grandmet uk regist hold compani group princip activ product worldwid distribut spirit intern distil vintner idv food manufactur pillsburi haagen daz ownership fast food restaur burger king ii oper oper consist merger parti busi creat gmg effect mean scheme arrang grandmet section uk compani act guin renam gmg brand plc sharehold retain hold share compani busi grandmet vest gmg sharehold grandmet receiv gmg share grandmet share immedi merger grandmet sharehold hold approxim gmg guin sharehold remaind iii concentr commun dimens oper merger parti concentr articl merger regul parti combin aggreg worldwid turnov ecu million guin turnov ecu million grandmet ecu million commun wide turnov ecu million parti turnov ecu million achiev third member state oper commun dimens fulfil criteria articl protocol eea agreement fall treat cooper case agreement iv compat common market function eea agreement relev product market horizont aspect activ parti overlap materi suppli manufactur wholesal distribut spirit world parti manufactur rang spirit cover main internation recognis spirit type manufactur local spirit type korn popular germani genev popular belgium netherland spirit produc distil heat condens ferment fruit cereal water yield strong palat alcohol distil matur bulk blend alcohol flavour bottl continuum product market definit put forward commiss investig decreas order breadth compris spirit origin propos parti group brown white spirit separ whiskei brandi hand gin vodka separ market spirit gener type gin whiski brandi vodka rum segment origin qualiti whiskei separ scotch whiski type final subdivid narrow spirit type price qualiti scotch subdivid de lux premium standard possibl examin spirit parti provid detail consum survei view suggest consum substitut type spirit substitut drink occas avail price commiss note survei origin aim address taxat issu emploi price chang data level chang reflect taxat higher competit author aid market definit note occas base consumpt pattern wider product market tendenc consum spirit type occas gin meal brandi impli consum prefer specif type indiffer type consum product close substitut support commiss investig bulk competitor custom respond commiss question subject increas price prefer spirit brand type induc chang product categori signific suppli side differ spirit type involv distil ingredi process vari consider basi consider commiss consid spirit market definit unduli wide purpos assess case white brown spirit white spirit parti point appear scope emploi basic distil grain spirit produc varieti white spirit type gin vodka deriv aspect manufactur process differ produc gin junip flavour ad distil vodka unflavour distil time bottl white rum ferment process ingredi gin vodka product demand side parti revis initi view extent state practic consum main white spirit type gin vodka substitut ag social profil consum concern significantli brown spirit brown spirit whiskei brandi dark rum effect scope suppli side substitut acquir distinct flavour ingredi distil matur process white spirit seldom matur flavour demand side mention consumpt pattern support notion brown spirit market consum drink brandi whiskei occas substitut segment spirit type strongest determin product market boundari spirit appear consum demand prefer drive stock market polici retail wholesal ultim manufactur parti competitor custom consult commiss gener support narrow definit characteris spirit drinker degre loyalti specif brand categori categori choic occas base consumpt pattern entrench disturb small price variat type import brand applic individu spirit type kei characterist competit spirit industri consist product market wider main spirit type product develop advertis promot expenditur focus brand categori compani consum level advertis typic johnni walker whiski guin rang whiski spirit product collect interest connect gener brand easili transfer spirit type johnni walker gin gordon whiski behaviour consist product market base spirit type impli manufactur adopt strategi brand spirit type order satisfi specif consum demand term tast price imag segment spirit type parti consid countri origin import defin factor spirit type point frequent rais regard whiskei scotch point industri market scotch irish american canadian whiski separ scotch nation legisl laid requir wholli distil scotland matur year sold scotch commun scotch account great major whiskei sale parti main interest scotch whiskei type purpos present case issu segment whiskei origin analys definit lead significantli share overlap notabl spain ireland similar approach adopt substitut gin genev suggest unnecessari separ london type local product benelux countri genev issu consid section belgium luxembourg subdivis price qualiti main spirit type whiskei wide rang product price parti suggest effect separ market qualiti level consum habitu drank premium brand regard cheaper provid adequ substitut term tast imag price data provid parti show gener market tend product parti competitor point rang price seri data account import brand term market share point examin product geograph market distinct relev liqueur liqueur highli distinct tast characterist appear reason assum point departur gener liqueur constitut separ nich product market inform argument receiv commiss investig suggest vertic issu major player spirit industri parti distribut system develop market show degre vertic integr wholli own subsidiari respons exclus distribut product nation level competitor parti distribut spirit behalf parti manufactur brand owner gener parti distribut account small proport total distribut activ suggest primari function vertic integr distribut oper protect parti brand undertak distribut behalf integr distribut supplier maintain control market distribut brand own safeguard import imag brand market place role independ distributor compet activ distribut parti brand limit instanc possess import brand product categori instanc parti plai signific role distribut parti product consid detail trade trade question aris condit competit suffici justifi separ treatment suppli trade trade number element suggest retail channel constitut separ product market trade consum bui smaller measur glass bottl purchas includ provis relat servic premis consum price sensit purchas trade unit kingdom chang typic give differ penc glass compar penc bottl present case primari impact oper term suppli wholesal larg retail small retail trade trade acquir suppli sourc direct parti characterist channel account relev assess affect market duti free sale parti submit duti free sale separ market duti free purchas spirit travel air sea border made gift evidenc wide rang special packag duti free shop compet strongli duti free good perfum duti free spirit parti evid receiv contradict view conclus view commiss consid relev product market case level suppli chain gener wider individu internation recognis main spirit type whiskei gin vodka rum liqueur narrow definit specif product geograph area distinct relev merger effect competit consid commiss accept duti free sale spirit constitut separ market relev geograph market parti contend relev geograph market commun eea wide point low transport cost absenc import restrict move harmonis taxat extent parallel trade assist develop bond wareh system spirit ship border payment duti commiss consid relev market essenti nation reason consumpt pattern vari wide member state total amount consum capita vari greatli member state local produc spirit promin virtual unknown korn germani ouzo greec internation recognis type consumpt vari significantli countri type spirit term brand distribut organis primarili nation basi product facil concentr plant serv commun parti main competitor oper wholli own subsidiari case joint ventur handl primari distribut market nation territori concern vari scope parallel trade spirit member state factor geograph locat rel tax currenc level major taxat regul differ continu exist member state reflect larg extent retail price parallel trade cross border purchas consum suffici creat singl market commun imposs nation govern sustain distinct long term retail price vari member state ceas incent engag parallel trade posit duti free sale characterist packag quantiti alcohol strength differ compar duti free equival intern commun transient custom base suggest market eea wide commiss conclud except duti free sale relev geograph market case wider nation assess structur market oper combin activ largest spirit supplier world basi sale figur largest commun creat compani approxim size nearest rival alli domecq explain competit take place princip spirit type nation level commiss analysi focus product nation market merger produc potenti signific market share aggreg possibl portfolio effect individu countri market consid detail section decis gener featur common individu countri assess consid manufactur parti scope rationalis product facil merger major effect competit level product facil commun concentr regard gin vodka plant respons output reduc opportun rationalis capac economi scale lead increas barrier entri level whiskei parti product effect scotch scope rationalis economi merger limit excess capac distilleri fairli easili close temporarili brought back oper demand recov parti plant condit case malt whiski high qualiti product deriv exclus malt barlei mix cheaper grain whiski made maiz produc popular blend sold product distilleri highli distinct colour flavour consequ malt continu demand sale blend scope rationalis grain whiski product parti combin share capac increment guin leader present barrier entri comparison malt whiski remain signific competitor alli domecq grant plant emploi effect white spirit contrast pot still malt whiski run continu flavour colour characterist natur qualiti ingredi water produc import parti rais possibl parti foreclos suppli malt whiski competitor parti malt make blend parti share increment malt whiski lower grain combin share increment guin leader amp lt remain substanti competitor seagram light commiss take view merger creat enhanc domin posit manufactur level relev product market brand explain spirit industri extent vertic integr largest player includ parti activ manufactur distribut integr retail uncommon unit kingdom partial except vertic integr distribut advantag product market brand import brand owner retain full control product develop promot market retail plai independ role advertis brand spirit product brand work close manufactur mutual advantag distribut larger spirit manufactur engag distribut behalf supplier typic exclus agreement cover nation territori featur access rout market smaller supplier distribut network reduc scope competit distribut independ distributor increas barrier entri potenti supplier brand compet directli own vertic integr supplier portfolio effect competitor remark short market power deriv portfolio brand exce sum part addit horizont overlap assess detail kei result merger recognis major part rational parti parti combin parti rang portfolio product brand holder portfolio lead spirit brand enjoi number advantag posit relat custom stronger provid rang product account greater proport busi greater flexibl structur price promot discount greater potenti ty realis economi scale scope sale market activ final implicit explicit threat refus suppli potent strength advantag potenti effect competit structur market depend number factor includ holder portfolio brand leader lead brand market market share brand relat share competitor rel import individu market parti signific share brand rang product market portfolio held number market portfolio holder brand leader lead brand addit strength portfolio effect consid context rel strength competitor brand portfolio portfolio effect recognis recent case soft drink sector respons commiss enquiri competitor custom recognis portfolio effect practic ten firm respond question possess lead brand spirit categori sale spirit gener repli lot hear major competitor parti confirm exist portfolio effect provid evid portfolio parti consum bui brand portfolio true parti sell product final consum sell intermediari multipl retail wholesal custom bui rang product gmg fact gmg offer nation market wide deep portfolio lead brand give combin entiti advantag deal client strength portfolio effect vari geograph market geograph market present case market consid signific featur context assess greec assess section greec barrier entri portfolio power part barrier entri number barrier outlin gener term precis strength vari countri countri examin detail relev section commiss initi view statement object commiss identifi potenti signific barrier gener market condit favour entri barrier level suppli chain mention commun spirit demand declin gener sale obtain expens competitor nich found entri restrain govern restrict alcohol advertis promot consumpt retail wholesal gener requir licenc instanc number locat restrict govern open hour restrict case tobacco countri restrict advertis televis varieti restrict vari countri countri matter label strength quantiti offer sale entri spirit manufactur technic difficult entri scotch constrain access suppli matur malt whiski scotland develop matur facil countri definit year distribut market potenti signific barrier explain suppli chain characteris brand portfolio effect increas cost time requir success entri distinct innov product rang year grandmet develop bailei irish cream liqueur recognis brand carri retail time effect unoppos nich product fruit flavour lower alcohol liqueur archer peach schnapp malibu coconut liqueur signific product innov market recent year line extens introduc premium whiski brand similar exist standard option establish product famou grous scotch matthew gloag brand major spirit parti competitor gain materi share rang commun market develop posit consider number year contrast johnni walker word advertis strong year illustr power establish brand japanes whiski strong home market base close scotch term qualiti natur ingredi manufactur process fail make signific inroad commun market consider promot effort spanish whiskei virtual unknown spain entrant quickli develop acquir desir product rang order counter portfolio power competitor gmg parti distributor assist enabl entrant product sold alongsid distributor exist rang vertic integr major player industri limit effect approach entrant product accept market vigor distributor compet directli brand own agenc entrant advertis promot brand heavili long period order overcom consum resist barrier present reput establish player retail wholesal larg expect signific list fee carri product respond unit kingdom fee reach hundr thousand pound retail entrant account import trade consumpt shape consum demand product custom product bui glass bottl resourc defend attack parti incumb advantag target select discount price reduct entrant brand gener market condit favour take risk entri barrier gener high deter entri parti respons respons commiss statement object parti made number gener point seek rebut view point examin immedi point specif market dealt relev section parti refer number substanti intern spirit compani enter commun market year american brand suntori bacardi martini brown forman undoubtedli substanti compani strength vari nation market entrant sens establish spirit sector albeit necessarili nation product market american brand own jim beam bourbon whiskei brand rang brand own distribut acquir uk distil white amp mckai invergordon result share uk whiskei vodka market brand gener secondari categori leader share individu countri market identifi decis caus concern gener small main spirit categori product establish acquir american brand suntori japanes produc primarili whiskei acquir scotch malt whiski distilleri undoubtedli substanti resourc share spirit categori market identifi concern small amp lt bacardi martini entrant narrow sens result merger establish compani bacardi martini rossi domicil commun product establish basi gmg class entrant merger brown forman posit similar american brand own jack daniel lead bourbon southern comfort orang flavour bourbon base liqueur nich area share small market concern product establish parti point expans exist supplier evid barrier low assert expans show adequ threat potenti entri ensur competit significantli reduc merger incumb diversifi geograph product term matthew gloag successfulli develop famou grous whiski unit kingdom scotch produc grant diversifi gin vodka develop gener occur slow pace year famou grous achiev share whiskei greec consider advertis spend brand high profil unit kingdom parti sought rebut commiss argument advertis promot cost repres signific barrier suggest regul advertis present level plai field entrant commiss accept level plai field argument restrict advertis favour incumb product custom requir advertis entrant product definit unknown custom gener entri mainstream categori internation recognis spirit type categori incumb establish signific sunk cost term advertis promot cost essenti prerequisit entri import brand parti suggest list fee charg retail signific barrier exemplifi retail buyer power matthew gloag evid found resourc fund famou grous retail free charg wish encourag entrant commiss accept list fee insuper deterr rais price market brand product comparison establish extent constitut entri barrier parti argu distribut bottleneck prevent limit entri commiss statement object claim point member state number larg number distributor undertak distribut product brand provid inform suggest agenc distribut agreement typic short durat fix term frequent part rational competitor move wholli own distribut facil guarante rout market product face risk lose exist distribut arrang competitor offer attract distributor concern reduc scope independ distributor longer access brand matter term offer remain case commun market parti larg share spirit distribut occur risk entrant find unabl obtain rout market favour term product parti threaten portfolio parti portfolio enhanc merger merger increas risk direct distribut suppli direct retail agent intermediari wholesal altern product geograph market practic viabl option case case suppli supermarket entrant face requir pai list fee agre similarli oner term condit price product shelv trade fragment make direct distribut gener uneconom supplier conclus entri barrier commiss accept entri place scale scope entri gener signific main spirit categori factor reinforc commiss initi view barrier entri market gener high precis import vari countri countri product account section individu countri countervail buyer power entri barrier high market structur concentr size strength custom individu nation market import assess effect merger term horizont overlap portfolio power posit present case vari consider countri discuss section decis common element examin commiss initi view commiss consid summari requisit structur consum market exercis countervail power mean prevent creation reinforc domin suppli posit higher level distribut chain appear retail wholesal custom includ respons signific share sale domin supplier competitor technic facil bargain skill put advantag bui process crucial altern supplier capabl offer equival rang product equal favour term condit retail wholesal effect power delist brand term offer satisfactori commiss doubt condit gener met spirit sector abil delist number supplier retail wholesal claim uneconom delist lead brand parti respons parti strongli disagre analysi made number submiss support contrari view parti produc data show total share product top retail member state identifi commiss concern share rang greec spain produc similar data show share sale countri concern account largest custom share vari greec belgium stress import label sale supermarket instanc view trade parti quot view lead uk stockbrok merchant bank hsbc buyer power implic merger suggest supplier lose retail negoti delist supplier brand princip delist occur retail competitor brand brand unit kingdom account retail sale supplier lost major custom parti disput commiss view custom spirit ill inform price product strongli differenti brand purchas infrequ parti observ spirit purchas frequent household product electr good suggest spirit brand call item wide advertis consum compar price duti free equival final parti challeng notion product uniqu stock item suggest brand essenti retail main competitor retail wholesal rang main brand necessarili provid detail countri instanc product delist commiss assess commiss claim buyer power exist spirit sector concern insuffici prevent creation reinforc domin present case depend figur parti concern commiss note depend vari consider countri share parti turnov account largest custom greec low trade member state fragment trade wholesal retail level figur overst true strength countervail power trade retail supplier factor account consider buyer power individu countri section follow trade import brand acknowledg retail consum found brand margin parti higher main brand attract reason expect greater degre commoditis disappear brand shelv occur retail find stock wide rang brand commiss case risk lose custom whiski rest purchas store perman delist major brand gener realist option retail supplier brand tough knowledg worst expect temporari delist limit import size surviv parti supplier suppli wide rang brand product stronger brand portfolio question realist threat delist contrast fortun supplier risk perman loss main product consum awar price abil compar commiss remain view limit spirit sector comparison trade price difficult trade complic bundl good servic trade purchas spirit parti suggest frequent electr good frequenc insuffici effect comparison purchas spirit weekli basi item electr good contrast comparison facilit fact case expens spirit consum gain shop consum programm magazin provid duti free price spirit provid base line comparison differ pack size case product strength duti free sale complic matter duti free purchas peopl frequent duti free conclus buyer power strength retail independ wholesal vari greatli countri issu analys level basi forego argument obviou market concern commiss buyer power suffici prevent creation reinforc domin posit result merger effect select nation product market section market commiss consid domin posit creat strengthen examin detail greec gener overview market greec seventh largest consum spirit commun account total commun sale volum tabl show rel import categori spirit greec import featur larg share consumpt account spirit larg due sale ouzo nation drink featur greek market fact line europ spirit consumpt fallen consumpt whiskei grown oper market believ consumpt vodka tequila rum gin innov spirit fruit schnapp grow whiskei consum import spirit make greec whiskei market europ capita basi gt tabl gt relev product market relev product market consider greek market internation recognis categori spirit whiskei vodka gin rum brandi liqueur constitut separ nich product market local ouzo aperitif scotch whiski account whiskei consum greec basi market share parti assess oper similar matter scotch whiski whiskei assess made basi whiskei market profil posit parti posit market parti oper greec wholli own distribut subsidiari unit distil greec subsidiari ud guin metaxa amp amp aeb subsidiari idv grandmet major brand parti johnni walker red label dewar white hors bell haig vat guin amp grandmet scotch whiski smirnoff grandmet vodka metaxa grandmet brandi gordon guin gin ouzo grandmet ouzo bailei malibu archer grandmet liqueur fruit schnapp addit guin distribut bacardi rum wyborowa finlandia vodka grandmet distribut tequila cuervo brand agenc basi tabl show parti individu combin market share brand owner brand agenc distributorship level import product categori greec gt tabl gt categori brand parti parti present major categori spirit categori spirit relev brand shown tabl gt tabl gt tabl combin entiti cover broad rang spirit categori fact major popular type spirit separ guin strong posit whiskei gin rum grandmet strong brandi ouzo tequila liqueur merger fill gap respect portfolio parti result combin portfolio wider deeper competitor propos oper complet combin entiti account trade spirit guin grandmet cover major categori spirit market greec largest competitor karoulia berri brother alli domecq share specif gmg drive forc whiskei market market share addit largest supplier categori gin market share gordon brandi market share metaxa rum market share bacardi gmg suppli categori tequila cuervo ouzo ouzo cream liqueur bailei malibu fruit schnapp archer aggreg concern horizont overlap individu categori propos oper give rise aggreg market share whiskei market result combin entiti share market amount guin amp lt grandmet parti consid accret amp lt de minimi increment share market commiss consid accret signific light pre exist high market share parti market fact result addit singl brand amp exist wide rang brand held parti tabl top lead whiski greec gmg occupi posit johnni walker red label dewar amp gt tabl gt rest gmg product rang compos varieti brand black amp white white hors vat special delux whiski johnni walker black label amp jet dimpl malt whiski lagavulin glenkinchi contrast gmg competitor broad rang whiskei brand karoulia berri bro suppli cutti sark market share alli domecq ballantin market share signific brand give advantag similar gmg acquir portfolio effect horizont aggreg categori merger bring exist high market share gin brandi rum guin gordon gin account gin market complement premium qualiti brand tanquerai guin bombai sapphir grandmet compet brand market includ alli domecq beefeat amp lt season amp lt amvyx nicholson amp lt seagram burnett amp lt brandi metaxa uncontest market leader market share competitor offer remi martin amp lt martel amp lt courvoisi amp lt hennessi insignific market share rum bacardi lead brand market share potenti competitor seagram captain morgan rest rum market industri report canadean make refer cheap imit bacardi lead brand respect categori gmg number string brand includ white hors black amp white bell haig vat mackenzi crawford dimpl cardhu scotch whiski finlandia wyborowa vodka grand marnier sheridan liqueur tanquerai gin karavaki kaloyanni ouzo market entri countervail buyer power signific constraint explain commiss consid parti exist domin posit market gin rum brandi gmg time big largest competitor account spirit market largest spirit import distributor greec guin achiev turnov grd grandmet grd total market grd billion largest competitor karoulia berri bro distribut number cutti sark whiski achiev turnov grd issu portfolio power relev assess oper regard greek market due fact combin entiti present major categori spirit whiskei gin rum brandi suppli lead brand except vodka date greek market characteris presenc supplier strong categori spirit result custom wholesal retail obtain spirit varieti supplier strength categori precis market condit combin import spirit categori singl supplier portfolio expect enhanc supplier market power individu categori tabl portfolio brand gmg bring includ top sell brand main spirit categori whiskei gin rum brandi except vodka sell brand tequila ouzo liqueur gt tabl gt state whiskei largest categori spirit sold greec fact gmg includ brand signific market share smaller categori import gin rum lower sale whiskei presenc gordon bacardi crucial import outlet brand drive respect categori long time identifi categori belong canadean greec gin continu grow larg due strong perform gordon industri report refer rum market consist essenti bacardi true competitor suppli import brand achiev high sale volum instanc merit sale perform cutti sark whiski stolichnaya vodka face problem access trade potenti power brand significantli reduc fact spread supplier fragment market contrast combin portfolio gmg depriv brand potenti portfolio power deep portfolio whiskei brand spread qualiti price segment confer consider price flexibl market opportun supplier shield market pressur face price competit supplier brand posit price brand categori instanc secur high market perform sell whiskei brand gmg devot resourc order maintain secondari brand posit reposit weaker brand upward expand share expens compet brand order counter eventu competit pressur come brand parti argu pull occur past occur futur argument ignor substanti increas parti market share resourc merger creat wide portfolio categori confer major market advantag give gmg possibl bundl sale increas sale volum categori ty sale categori guin grandmet made portfolio brand bundl deal instanc grandmet reward custom collect deliv bottl cap smirnoff cuervo amp offer free number cap wholesal receiv credit note guin made joint promot categori brand custom purchas bottl pack johnni walker red label bottl gordon gin bottl white hors bottl obtain discount note promot campaign run cooper wholesal suppli trade channel final grandmet carri similar discount campaign wholesal offer discount purchas case pre select mixtur grandmet brand amp smirnoff cuervo bailei grand marnier malibu trade spirit produc build brand strength imag gmg broad portfolio brand influenc product stock displai limit space bar call back bar strengthen market power small outlet smaller back bar greek night club concentr whiskei combin entiti attract solut stop shop consider addit larger modern outlet stock broader varieti brand target combin entiti attempt gain back bar space imag fashion club order launch brand gmg afford make substanti offer discount credit organis financ promot event accru outlet strength lead brand johnni walker red label gordon gin bacardi rum order induc bar list brand categori premis afford stock brand set negoti power gmg significantli strengthen easier gmg induc bartend adopt gmg brand pour brand brand offer custom fail brand increas sale volum public awar trade elimin competit guin grandmet store promot serv enabl gmg plan jointli time promot negoti jointli term promot coordin price varieti brand gmg altern brand product promot period time occupi long promot period exclud competitor access promot calendar long period comparison competitor weaker portfolio fewer strong brand import cutti sark account whiskei sale stolichnaya serkova vodka account vodka sale state preced paragraph brand perform lack support strong portfolio brand contrast complet gmg portfolio discontinu competitor portfolio depriv price flexibl make vulner market pressur brand start lose sale volum commit disproportion stronger resourc order avoid situat long run restrict competit scope potenti competit constraint countervail buyer power power trade trade intermediari larg part custom spirit supplier greec trade channel compris wholesal suppli trade trade outlet retail includ supermarket hypermarket cash carri chain tabl illustr split trade channel term percentag trade spirit gt tabl gt major wholesal bui import sell small retail trade outlet area greec result investig commiss conclud wholesal exercis countervail power combin entiti reason follow parti total wholesal account import spirit purchas identifi signific size remaind small wholesal channel fragment wholesal posit exercis countervail power vi vi combin entiti contrari view incent gmg offer wholesal obviou interest stai good busi term gmg market polici influenc wholesal import gmg wholesal handl quarter spirit trade greec wholesal respons suppli smaller retail sale trade outlet sale gmg advantag access outlet order put practic market promot strategi result larg portfolio brand previou paragraph portfolio cash carri outlet constitut minim portion market countervail power suffici reduc gmg power retail supermarket smaller liquor shop handl spirit trade greec big supermarket chain characterist enabl develop countervail power repli questionnair contrari view suggest gmg largest number sell brand broadest portfolio spirit supplier difficult fulfil driven consum demand pass gmg refer combin entiti lead bui group greec note compani combin repres spirit purchas refer number gmg brand johnni walker dewar white hors haig amp gordon smirnoff bailei grand marnier bui group state brand stand impos retail trade larg retail oper supermarket hypermarket note brand compani essenti store stock view increas demand johnni walker bacardi metaxa ouzo dewar dimpl retail consid merger impact consum retail level reduct competit prejudici ultim consum label whiskei brand supermarket develop account margin proport total whiskei demand estim take account fact gener whiskei consum brand sensit label expect put substanti competit pressur brand product parti provid number statement suppli custom impli custom concern merger advers impact busi limit relianc statement view fact custom import commerci relationship parti ask make statement parti present number exampl trade outlet refus stock guin brand payment list fee exampl isol case consid repres countervail power trade outlet concern limit number trade outlet delist period short month parallel trade exist cross border sale indic altern suppli sourc residu competit case greec parallel trade signific constraint volum involv signific parallel trade motiv specif circumst aris random quantiti spirit member state spain variat exchang rate result cheaper price favour busi activ wholesal retail bui group respond questionnair awar extent parallel trade compani engag trade barrier entri state entri product highli brand regul market difficult task greec result creation gmg reason set preced paragraph gmg portfolio power foreclosur effect entri product difficult due negoti power stem lead brand gmg afford negoti wholesal retail lower list fee year end bonus result order maintain profit categori retail compel impos higher list fee higher retail margin brand gmg enter exclus distribut agreement impos condit trade outlet make launch develop brand difficult costli conclus greec basi gmg account whiskei market coupl broad portfolio whiskei brand rang qualiti price segment confer combin entiti consider market advantag reason set gmg domin posit gin brandi rum broad portfolio brand includ sell brand spirit categori except vodka spirit consumpt greec exist competitor portfolio brand constrain gmg market power addit trade channel exercis countervail buyer power final barrier entri import prevent entrant limit power gmg reason merger result creation domin posit greek market suppli whiskei final portfolio effect set exist domin posit gin rum brandi reinforc spain gener overview term total spirit sale spain biggest consum commun total commun sale volum tabl show structur spirit consumpt spain gt tabl gt whiskei account greatest proport spirit sale spain market share volum third account scotch grow market spain fourth largest consum whiskei world unit state unit kingdom franc brandi cognac import spirit share gin volum declin vodka account small part market share grow year relev product market explain point departur product market analysi individu spirit type spain regard whiskei parti involv suppli spanish whiskei kei issu separ market defin scotch spanish whiskei parti claim ground differenti scotch whiski type whiskei local produc whiskei dyc dobl produc alli domecq reason set paragraph commiss consid scotch whiski spanish whiskei distinct market spanish whiskei compli distil ag process requir impos authent scotch whiski spanish whiskei produc combin proport authent scotch local produc grain spirit consum regard product due differ imag spanish brand histor associ date time intern brand readili period growth scotch spanish whiskei end preferenti tax treatment local brand sale declin scotch consumpt gener risen evid provid parti retail price litr whiskei spain show spanish whiskei dyc dobl lower end price rang brand scotch sold cheapli differ peseta respons statement object parti dyc spanish supermarket price consider retail label scotch scotch list origin price seri william lawson price seri consider expens dyc dobl account whiski seri signific spain viewpoint market share appear signific whiski price seri expens parti biggest seller expens parti adduc econometr evid exist separ scotch market spain provid quantit estim price elast argu scotch whiski separ market spanish whiskei challeng parti valid result present question quantit analysi suggest systemat influenc left show signific residu serial correl unknown structur contribut elast estim import whiskei segment expenditur explanatori variabl account isol price elast segment expenditur vari increment scotch whiski price number insecur element quantit result circumst commiss conclud evid concern confirm refut proposit seek prove light forego commiss consid relev market spain purpos assess scotch spanish whiskei market posit parti tabl show parti share brand owner level main categori spirit gt tabl gt spain account guin sale commun grandmet import distribut carri local wholli own subsidiari udi sa guin anglo española distribución grandmet tabl show parti market share scotch brand volum term data gt tabl gt aggreg parti strong posit scotch combin market share volum increment approxim volum amp competitor gmg market share nearest competitor alli domecq ballantin market share competitor seagram passport amp lt share share share alli domecq fact parti lead brand share significantli larger alli domecq total share countervail power custom parti provid detail estim breakdown sale type custom spain term sale spain estim direct sale trade account total direct sale trade retail account balanc account sale wholesal includ cash carri outlet appear parti split sale channel parti claim countervail power exist wholesal direct retail sector concentr provid estim show approxim total sale made larg wholesal cash carri custom hypermarket larg supermarket chain hypermarket chain account approxim grandmet direct retail sale equival figur guin note grandmet sale main hypermarket repres total sale suggest countervail power custom limit wholesal level major parti sale made smaller wholesal possess countervail power harder exercis countervail power supplier import lead brand retail wholesal take substanti increas commerci risk attempt trade offer product addit import element exercis countervail power strong presenc brand miss spanish market product account whiskei sale barrier entri evid suggest barrier entri spain relev market substanti found european countri gener comment introductori section decis barrier entri appli specif parti point whiski brand introduc spanish market major brand own guin grandmet rest exist competitor genuin entrant special type malt premium whiski expect captur small proport market extens exist product line genuin product note vat achiev approxim amp lt recent reintroduct year brand cutti sark amp lt passport amp lt achiev materi market penetr passport distribut promot seagram benefit compani support cutti sark enter market independ distributorship rel scarciti success entri period bear view entrant face signific barrier conclus spain reason commiss consid concentr lead creation domin posit market scotch whiski spain ireland gener overview term spirit sale ireland largest consum commun account approxim sale tabl show structur spirit consumpt ireland gt tabl gt irish whiskei sale import spirit categori vodka import categori includ brandi cognac gin situat ireland differ european countri number wai irish whiskei account total whiskei sale scotch whiski predomin lead brand irish whiskei produc irish distil subsidiari pernod ricard irish distil group distribut irish whiskei sold ireland total spirit distribut system spirit unusu major distributor jointli own import intern spirit produc wholli own normal practic matur market subsidiari wholli own trade ireland dispers scarc chain outlet largest chain public hous outlet larg suppli wholesal irish trade sector import account total spirit sale product market commiss consid market scotch irish whiskei differenti basi tast consumpt pattern remark stabl view confirm fact amp gt sale irish whiskei made price higher price scotch whiski fact scotch whiski import brand list parti repli articl letter juli cheaper scotch whiski technic whiskei irish spirit alcohol content lower standard requir whiskei brand list individu iwsr canadean assum brand account parti sale irish whiski classifi unidentifi canadean maximum sale brand amount case amp lt unidentifi irish whiskei significantli affect definit issu recent decis irish competit author decis irish distil group coolei distilleri februari found separ irish whiskei market relat product whiskei conclus reach introductori section decis appli relev product market wider internation recognis main spirit type market profil contrast member state parti major competitor distribut product wholli own subsidiari ireland lead spirit manufactur distribut product joint ventur compet supplier situat distribut level separ tabl show main brand distributor ireland gt tabl gt aggreg aggreg aris fact gmg substanti influenc albeit de iur control behaviour major spirit distributor ireland gilbei ireland distribut grandmet spirit subsidiari gmg merg entiti hold cantrel amp cochran remaind share held alli domecq wholli own distribut subsidiari grant ireland respons distribut spirit product alli domecq final guin hold share edward dillon princip distribut guin spirit product parti argu guin control influenc cantrel cochran grant ireland share hold pure financi point presenc director board cantrel cochran protect guin invest view sharehold equiti realist sharehold guin futur gmg chose express similarli alli domecq major sharehold act guin perceiv contrari interest risk dissolut joint ventur parti act independ joint ventur view competitor guin current interest gmg futur pure financi cantrel amp cochran distribut spirit involv wholes alcohol alcohol beverag product distribut cider soft drink number guin subsidiari relat edward dillon parti point comfort letter recent issu commiss oper limit power compani board factor note context distribut bushmil irish whiskei arrang date time irish distil sharehold edward dillon compani distribut minor except spirit brand parent dillon product compet current rang situat obtain time comfort letter chang implement merger guin grandmet interest spirit distribut ireland combin gt tabl gt edward dillon grant ireland signific sharehold guin propos oper give rise aggreg greater scotch whiski total brandi cognac total addit undertak gmg interest strong combin posit vodka rum competitor irish distil distribut oper strong irish whiskei gin except vodka huzzar brand share own distribut product signific share spirit categori parent compani domin product irish whiskei control distribut product gin compet sector categori distributor control significantli influenc gmg import market share irish distil competitor level distribut brand strength scotch whiski clan campbel amp lt share teacher black white cognac brandi rum bisquit amp lt kiskade amp lt hennessi bacardi vodka huzzar brand compar smirnoff huzzar lose volum faster categori gener faster smirnoff ireland multipl grocer develop brand restrain behaviour power manufactur distributor trade number retail chain agenc brand proprietari product distribut exclus brand account total trade recent acquisit tesco retail groceri chain ireland substanti effect short medium term limit effect long term tesco maintain irish ident store simpli transfer uk brand ireland tesco brand establish ireland initi carri weight trade import ireland account spirit consumpt industri fragment serv wholesal countervail power wholesal constrain behaviour strong distributor guin cantrel amp cochran wholes oper includ spirit marginalis wholesal bring pressur bear reduc effect constraint suffici constrain power irish distil trade trade counteract strength distributor control significantli influenc gmg scotch whiski brandi cognac market barrier entri ireland dens popul countri larg dispers rural popul entrant irish market limit rang product establish distribut network reli exist distributor provid rout market product result propos oper number major distribut channel reduc influenc gmg irish distil conclus propos oper effect reduc number import independ spirit distributor ireland strengthen impact distribut level parti exist domin posit scotch whiski brandi cognac belgium luxembourg product market definit whiskei scotch basi market share parti assess oper similar irrespect scotch whiski whiskei assess made basi whiskei gin question aros definit gin includ exclud genev parti argu genev includ point distil case definit junip base spirit reli classif market council regul eec point market research purport show gin drinker drink genev genev drinker drink gin refer eas suppli side substitut genev gin fact gin genev posit adjac supermarket shelv fact junip base spirit definit regul eec earlier case impli definit present case relat market research fact consum drink type spirit evid spirit concern substitut adjac posit supermarket shelv spirit concern product market genev drunk mixer drunk accompani beer coffe respect total london gin suppli parti addit commiss examin retail price data gin genev provid parti compar price lead brand product analysi show recent half year period genev price remain substanti gin differ bef approxim bottl price support view genev product market gin belgium luxembourg relev product market belgium luxembourg consid market gin exclud genev vodka evid suggest product market narrow internation recognis categori vodka commiss consid product market vodka gener overview belgium luxembourg account total spirit sale volum commun tabl show structur market gt tabl gt note term proport spirit sale whiskei import singl spirit categori whiskei sale account scotch gin brandi import vodka rum posit parti parti wholli own subsidiari oper belgium luxembourg distribut product tabl show parti individu combin market share spirit spirit categori belgium luxembourg gt tabl gt assess market share merger shown tabl market share aris whiskei market increment princip guin ud brand johnni walker red label share whiskei sale volum distribut level ainsli amp lt haig amp lt black amp white amp lt cardhu dimpl classic vat grandmet main brand amp whiskei categori largest competitor market share gmg time big competitor gin canadean report gordon guin lead brand market share gilbei grandmet market share ad tanquerai amp lt bombai sapphir amp lt gmg combin market share gin largest competitor booth amp lt rest competitor minor share amp lt silver top amp lt bosford amp lt beefeat amp lt burnett white satin amp lt vodka post merger combin market share signific increment aris guin distribut parti brand wyborowa zubrowka ad market share grandmet smirnoff commiss recognis distribut arrang wyborowa zubrowka end parti suggest happen aggreg market share aris oper absenc undertak parti end agenc commiss assum current arrang continu competitor amp lt market share parti argu notwithstand market share case find domin market gener argument substanti buyer power effect competit label product substanti parallel trade observ margin kei product fallen substanti recent year whiskei parti contend power purchas supermarket exert signific pressur spirit supplier contend high level concentr term sale figur provid show top custom guin grandmet account total sale parti point iwsr report whiskei sale belgium account larg supermarket term buyer power brand product commiss doubt power larg buyer supermarket suffici constrain parti merger whiski parti largest supplier combin market share compar nearest competitor share merger bring lead brand combin share brand brand share import rel compet supplier supermarket take substanti increas commerci risk attempt trade offer product parti contend brand signific constraint direct retail sector point brand includ privat label account whiskei sale kei belgian retail chain term share label smaller gener cheaper brand product parti figur overst import label term contribut spirit sale belgium luxembourg canadean data suggest label account whiskei sale belgium commiss view fact retail label limit effect constrain price parti brand view market share possess possess rang brand strengthen retail hand negoti suffici offset power parti possess control suppli lead brand brand includ privat label brand handicap number wai restrict outlet retail supplier question scope expans limit retail hope replac altogeth brand spirit brand attempt alien custom bui specif brand lead loss sale brand question possibl product bought occas gin parti make similar argument respect gin parti observ label account sale lead belgian retail suggest similar share compar outlet basic argument appli whiskei combin strength brand gin appear significantli parti brand addit argument set restrict expans constrain abil brand whiskei appli equal gin vodka parti estim share label sale vodka order lead belgian supermarket chain total share smirnoff addit argument set restrict expans constrain abil brand whiskei appli equal vodka conclus belgium luxembourg light commiss consid merger creat domin market whiskei gin vodka vi undertak submit parti order achiev clearanc propos concentr notifi parti propos undertak complet divest period month extend period approv commiss parti divest period month date decis extend period approv commiss quot divest period quot right eu eea efta member state poland hungari czech republ slovakia slovenia croatia bosnia serbia macedonia quot territori quot dewar quot ainsli quot scotch whiski brand quot brand quot confidenti inform relat copyright specif brand satisfactori product addit parti undertak whiski indispens blend brand sourc distilleri ownership continu suppli whiski purchas request reason arm length commerci term event disput suppli whiski parti refer matter resolv arbitr rule london court intern arbitr appli law england wale ii parti bring end decemb latest brand agenc distribut arrang belgium luxembourg quot wyborowa quot vodka held guin iii parti divest period dispos interest ireland order ensur continu competit distribut spirit format gmg brand effect reduc number distributor ireland iv parti divest period entrust period year distribut gilbei gin belgium independ parti distributor reason arm length commerci term distributor appoint divest period parti appoint independ truste appoint relat brand sharehold mandat appoint distributor term condit event june parti divest period discontinu brand agenc distribut arrang bacardi rum greec held guin mechan divest vi parti immedi date decis event week propos commiss approv name institut appoint truste act gmg brand behalf format overse divest brand commiss good withhold approv truste propos parti vii parti receiv commiss approv propos truste appoint truste quot truste quot act date format gmg brand behalf overse divest brand sharehold full fair market divest period appoint made subject fulli irrevoc basi save circumst grand metropolitan guin announc propos merger abandon case appoint deem automat revok viii pend divest brand parti act instruct truste act ensur continu viabil market brand rapid effect divestitur rest gmg brand activ fulli ix parti undertak give truste mandat find behalf gmg brand satisfactori purchas purchas brand subject xi understood purchas purchas viabl exist prospect competitor independ unconnect guin grand metropolitan possess financi resourc proven expertis enabl maintain develop divest brand sharehold activ competit forc competit parti spirit busi market concern quot purchas standard quot divestitur effect divest period divestitur event subject bind agreement sell end date agre commiss xi parti ensur mandat truste includ right oblig provid commiss written report copi gmg brand monthli basi option commiss reason time event signific develop divest process relev develop negoti parti interest purchas brand includ time frame agreement interest parti implement suffici inform enabl commiss assess bidder satisfi purchas standard continu negoti interest parti commiss week receipt truste report formal approv parti reason receiv remuner gmg brand basi provid incent prompt divestitur xii parti undertak gmg brand provid truste reason assist requir carri mandat xiii prospect purchas unoppos commiss brand gmg brand free select offer choic vii assess undertak whiskei parti offer divest brand european level dewar import intern brand parti import worldwid sale term johnni walker amp ainsli sell belgium luxembourg import brand territori effect divestitur whiskei market commiss identifi problem shown tabl gt tabl gt sale brand commun million litr case amp lt commun consumpt volum comparison sale famou grous lead scotch whiski sold major spirit produc million case vodka termin wyborowa agenc belgium luxembourg reduc parti market share remain market share account entireti grandmet smirnoff remov overlap creat merger gin appoint independ parti distributor gin belgium luxembourg reduc parti market share gin rum bacardi account rum sale greec termin bacardi agenc agreement greec divest whiski reduc significantli number product categori parti signific share gmg continu hold high market share categori notabl brandi abil exercis portfolio power satisfactorili restrain whiskei rum largest spirit categori greec ireland parti propos altern involv dispos interest ireland ensur continu competit distribut spirit option satisfactorili address competit issu identifi commiss analysi irish market substanti reduc parti influenc distribut product territori altern ensur influenc gmg distribut spirit ireland significantli reduc term condit term condit divestitur consist practic previou case consid adequ viii conclus light forego commiss conclud concentr notifi guin plc grand metropolitan plc relat merger busi activ declar compat common market function eea agreement subject condit full complianc commit made parti undertak commiss set section vi adopt decis articl concentr notifi guin plc grand metropolitan plc relat merger busi activ declar compat common market function eea agreement subject condit full complianc commit made parti undertak commiss set section vi decis articl decis address guin plc portman squar london ee unit kingdom grand metropolitan plc henrietta place london ag unit kingdom brussel octob commiss karel van miert member commiss oj correct version oj oj term whiskei describ whiskei type scotch irish american spanish collect scotch individu scotch tradit spell term trade trade commonli emploi industri distinguish retail channel trade consumpt premis product purchas compris suppli bar restaur café hotel refer horeca hotel restaur café sector trade consumpt place purchas cover sale gener specialis shop supermarket retail grocer version decis edit ensur confidenti inform disclos commiss decis ec case iv coca cola enterpris amalgam beverag gb oj case iv coca cola compani carlsberg parti respons statement object scotch whiski account whiskei market thousand case total thousand case sourc iwsr parti estim point figur total sale respons statement object commiss decis eec case iv distil compani oj oj