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Diageo CEO Plans Packaging Fixes for Crown Royal, Smirnoff and Captain Morgan

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At Diageo’s Capital Markets Day, CEO John O’Keeffe outlined a turnaround aimed at saving $1 billion through supply-chain work and job reductions. He flagged Crown Royal, Smirnoff and Captain Morgan as brands in long-term decline and called for shelf-level changes, including improving Crown Royal’s bottle by replacing a plastic cap that has “cheapened” the look.

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