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Consumers 'sipping' premium tequila

Monday, 14 Jul 2014 | 10:44 AM ET

Pernod Ricard paid a reported $100 million for an 84 percent stake in Tequila Avión. Ken Austin, Tequila Avión Chairman and founder, discusses what's driving the high demand for premium tequila, and how influential product placement on HBO's "Entourage" was.