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Us twentysomethings growing up faster

April 27, 2007

“There is evidence that the 25-29 year olds have grown up quicker than previous generations as a result of 9/11, terrorist threats and two wars. As a result they have adopted so-called ‘mature products,’ such as premium scotch whiskey, earlier than usual. Additionally, 25-29 year olds are switching from quantity to quality further fueling premiumization and further benefiting our brands.”

Diageo Investors Conference- April 26th-2007

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