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Sales of luxury alcohol are growing in the BRICs, as both disposable incomes and alcohol consumption increase. But while the developed countries have similar consumption drivers, this is not the case in the BRICs. Acknowledging cultural diversities and accumulating local knowledge will be crucial for the successful navigation through these markets. Increasing sales will be complicated and will require de-centralised management and resourcing. The gains, though, will be worth the effort.