This range of capabilities enables Diageo to be agile in response to global and local market conditions, and supports the scale and diversity, which in turn provides the company with resilience and growth opportunities.ĭiageo understands that its leadership as a company is benchmarked by more than just financial success. Over the years, Diageo has built a great mix of strengths and resources through which it manages to target growth in both the good times and more challenging times. This collection of outstanding brands offers both diversity and strength and high quality brand experiences to consumers. They are: Johnnie Walker, Smirnoff, Baileys, Captain Morgan, José Cuervo, J&B, Tanqueray and Guinness. This is supported by strong financial discipline and cash management, and where appropriate will be supplemented by selective acquisitions.ĭiageo manages its business in terms of global priority brands, local priority brands and category brands however the main focus for organic growth is global priority brands which contributed 57% of total volume (81.9 million equivalent units) in the year ended 30 June 2010. StrategyĪt Diageo, the business strategy is to deliver sustainable organic growth through the stewardship of our outstanding range of premium drink brands. It was during this period, in 2001, that Diageo acquired additional spirits and wine brands from Seagram, and has subsequently expanded the range through selective long term value acquisitions, strategic partnerships and innovation. Through the nineteenth and twentieth centuries the range of brands and business continued to innovate and expand under various parent companies, and in 1997 Diageo was created through the merger of Grand Metropolitan Public Limited Company and Guinness PLC, creating a food and drinks conglomerate which included the world's greatest collection of premium drinks.īetween 20 Diageo made the strategic decision to exit their food interests - with Burger King and Pillsbury being the two main divestments - and to focus exclusively on premium beverage alcohol. Many of Diageo distilleries were also fired-up in the late eighteenth century. 10 years after that, in 1759 Arthur Guinness signed the lease on the now world famous St James's Gate brewery in Dublin, going on to create a globally iconic brand. Historyĭiageo is still a relatively young company - it has only existed in our current form since 1997- but Diageo brands and business have a rich heritage.įor example Diageo's earliest ancestor company formed in 1749, is Justerini & Brooks - wine merchants, and blenders of the famous J&B whisky range. This is why 'celebrating life every day, everywhere' is at the core as business motto. The great range of brands and geographic spread means that people can celebrate with Diageo products at every occasion no matter where they are in the world. Many of the brands have been around for generations, while some have been developed more recently to meet new consumer tastes and experiences. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness. Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine.
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