Our strategy is to develop in the LAD and Spirits & Liqueurs markets internationally through:

	our skills in consumer insight, marketing and brand management
	creating international markets for Magners cider
	leading brand positions in growth categories of cider and Irish whiskey
	the effective use of our extensive direct sales infrastructure in Ireland

We have achieved significant operational and financial success with this strategy. We are building our major International brands, in particular Magners Irish Cider and Tullamore Dew Irish Whiskey, through a strategy of focusing investment on specific brand and market combinations with identified growth potential. We drive organic growth in Ireland through investment in key brands such as Bulmers.

Our new product development activity aims to accelerate the introduction of new brands, to refresh and broaden our current brand portfolio and generally to capitalise on consumers' willingness to try new products.

We pursue international acquisitions selectively, primarily of niche spirits and liqueur brands with growth potential and acquisitions in the long alcohol sector. In Ireland, we also seek to acquire strong brands and agency rights selectively to leverage existing core skills and develop new market opportunities.