How they do it at The Seagram Company

Joe Fitzgerald has distilled a whole new spirit into Seagram's investor relations program. His aim has been to make it a 'team sport' at a company which in the past was barely in the IR ball game. And, his newly tapped team now has to play in at least three games at the same time. With health-consciousness putting the squeeze on Seagram's core liquor business, it started branching out. Then, two years ago, the company made a heady cocktail of itself, mixing the consistent bite of its branded