The UK’s Competition and Markets Authority (CMA) launched a Phase 1 investigation into the deal at the beginning of this year, to determine whether it would result in a “substantial lessening of competition within any market or markets in the UK for goods or services”.
The deal – which was initially announced back in October – received regulatory clearance on 11 February. As a result, Chase Original Potato Vodka and seven premium gins have joined Diageo’s portfolio.
“We are delighted to welcome Chase Distillery and its quintessentially British portfolio of high quality, crafted brands to Diageo. We are very much looking forward to working with the Chase team to build on the portfolio’s considerable potential,” said Dayalan Nayager, managing director, Diageo Great Britain.