Diageo Market Research Report

Company Overview

• Name: Diageo

• Mission: Committed to being one of the world's best-performing, most trusted, and respected consumer products companies.

• Founded: 1997

• Founders: Formed through the merger of Grand Metropolitan and Guinness

• Key People:

• Javier Ferrán, Chair

• Debra Crew, Chief Executive

• Nik Jhangiani, Chief Financial Officer

• Headquarters: 16 Great Marlborough Street, London, W1, UK

• Number of Employees: Over 30,000 globally

• Revenue: No information is available

• Core Competency: Global leader in beverage alcohol, known for its diverse portfolio spanning spirits and beer products.

Products

Brands Offered

1. Johnnie Walker

• Best-selling Scotch whisky globally.

2. Guinness

• World-leading stout beer and iconic brand.

3. Tanqueray

• The number one premium gin worldwide.

4. Smirnoff

• World's leading vodka brand.

5. Baileys

• Best-selling cream liqueur globally.

6. Captain Morgan

• Premium spirit made with Caribbean rums.

7. Crown Royal

• Expertly blended Canadian whisky.

8. Don Julio

• The world’s first luxury tequila.

9. CÎROC

• Modern luxury vodka from French grapes.

10. Buchanan's

• Scotch whisky with historical roots since 1884.

11. Casamigos

• Small batch, ultra-premium tequila.

12. Ketel One

• Exceptionally crafted super-premium vodka.

Recent Developments

Innovations and Partnerships

• Breakthrough Innovation Team: Established to shape innovation beyond new products.

• Diageo Luxury Group: Created to consolidate global luxury spirits and experiences.

• Johnnie Walker's AI-powered design: Launched with Andy Gellenberg.

• Smirnoff 0.0 and DRINKiQ Initiative: A significant push towards moderation messages, reaching 1 billion people.

• Don Julio’s immersive Apple Vision Pro experience: Expanding beyond traditional product offerings.

Recent Product Launches

• Captain Morgan Spiced Gold 0.0%: First alcohol-free dark spirit from Diageo.

• Tanqueray No. TEN bartender residencies: Seasonal global showcases for exceptional cocktails.

• Cîroc Limonata Limited Edition: Released in North America and Europe.

Partnerships

• Guinness and Premier League: A marketing collaboration that signifies global engagement.

• Sustainable Initiatives with DHL: Deployment of hydrogen fuel cell trucks enhancing eco-friendly distribution.

• Expansion into non-alcoholic options: Acquisition of Ritual Zero Proof to solidify leadership in the no/low alcohol market.

Strategic Goals

Growth Ambition

• Achieving TBA Share: Targeting a market share increase to 6% by 2030 through operational excellence and innovative brand leverage.

• Consumer Trend Adoption: Focus on premiumisation, moderation, and emerging markets.

• Spirit of Progress: A 10-year ESG plan aiming for inclusion, diversity, and sustainable operations.

Global Footprint

• Market Presence: Active in nearly 180 countries with a strategic focus on growth sectors like tequila and scotch.

• Production Sites: 132 globally, integrating local sourcing and sustainable production practices.

Sustainability Initiatives

• Water Conservation Efforts: Activities in the Godavari Basin, India.

• Carbon Neutrality Goals: Plans for carbon-neutral distilleries in Kentucky and China.

• Packaging Innovations: Objective for 100% recyclable packaging by 2030.

By implementing these strategic initiatives, Diageo aims to maintain its trajectory as a global leader in the beverage alcohol market, driving sustainable growth and market innovation.