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Economic news – Embassy 62

Lessons in enterprise

AERL members got an inspirational masterclass in entrepreneurship from the Chairman of Cobra Beer, Lord Bilimoria, at a meeting at the Athenaeum Hotel.

Commercial attachés heard how the magnate built a business empire from a simple idea he had as a student to create a beer that paired well with curry.

Attachés heard how adversities can be turned into advantages and saw how clever marketing can establish a global brand, even in a highly competitive market.

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AERL Chairman Nicholas Niggli thanks Lord BIlimoria (left) for his talk
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