There are Duracells, and there are Duracells. They are made in many different countries. I've seen them, I believe, from Chile, China, India, Belgium Britain,Canada, Mexico, and USA. There are also different grades of Duracell - including the procell. Since Proctor and Gambel bought the company I'm not sure the quality has improved. The price sure has not dropped!!
Also, storage conditions (temperature in particular) have a large effect on battery life. I don't keep much battery powered stuff in extreme heat or cold, which may help.,