New Delhi, May 23 -- Diageo India, a subsidiary of British liquor giant Diageo Plc, anticipates that the recently-announced India-UK free trade agreement (FTA) will help lower prices for imported spirits, with some categories seeing a high single-digit reduction, potentially lifting demand for its alcoholic beverages.

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"The India-UK free trade agreement, which has halved the duty on scotch from 150% to 75%, is landmark. It shall enhance accessibility of scotch in the world's largest whiskey market. As a category captain, for USL, it presents a valuable opportunity to drive deeper penetration and introduce new premium offerings that cater to India's evolving repertoire of consum...