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BMJ 2005; 330 doi: (Published 17 February 2005) Cite this as: BMJ 2005;330:426
  1. Trevor Jackson, assistant editor (
  1. BMJ

    BBC 2, 15 February, 9 50 to 10 30 pm

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    How do you get people to become drinkers of a new alcoholic beverage? Given the current popular image of young Britons as alcohol fuelled party animals, you might wonder if they need much encouragement. But the manufacturers of the Brazilian drink Sagatiba want their new tipple to have a chic global presence, a must-imbibe for all the bright young things of the coolest bars in London, Amsterdam, Rome, and Paris. And they have £20m to spend on their European campaign to persuade more and more people to drink more and more of the stuff.

    Sagatiba the company wants Sagatiba …

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