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Although the deal is in its inchoate phases, a combination involving the world no.1 and no.2 in the beer space, is bound to exert a major impact - not only on the merging entities, but even other players involved. One of these could be Diageo, who is the proud owner of beer brands such as Guinness and Kilkenny. However, in spite of the magnitude of this deal and the implications it could have for the beer industry at large, a number of factors suggest that Diageo's business may just go unscathed...
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