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LOS ANGELES — Carat, New York, has won media buying duties for liquor marketer Pernod Ricard USA following a review of several undisclosed media agencies, sources said. The business, including Pernod flagship brand Chivas Regal, is worth an estimated $20-30 million, according to sources.
The review was sparked by the acquisition last year of Seagram Spirits and Wine Group brands by a joint venture of French liquor maker Pernod and Diageo, parent of UDV Distillers, for $8 billion-plus.
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