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With recent news that the US is restoring full diplomatic relations with Cuba, analysts are speculating that the trade embargo between the two countries may be lifted. It is expected that iconic soft drink brands such as Coca-Cola and Pepsi will quickly enter Cuba if the trade embargo is lifted, but these companies may find it difficult to compete with both local players and Peru’s Aje Groupe, which has established itself as a strong competitor in emerging Latin American
markets.

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