Can Tequila Really Go Global? This Booze Boss Is Giving It a Shot


LONDON—Shortly after taking the helm at the world’s largest spirits maker, Diageo CEO Debra Crew made a bold proclamation: She plans to take tequila global.

Following a surge in popularity in the U.S., tequila is on track to become the country’s largest spirit this year, an extraordinary milestone for a drink once associated mainly with sugary margaritas and eye-watering shots. 

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