Diageo Plc in Spirits

July 2021

As the world’s leading distiller, Diageo has a broad portfolio covering a range of categories and geographies. This breadth is one of its core strengths. The resilience of US spirits has been a notable positive story for the company amid the challenges of the COVID-19 pandemic. The rise of e-commerce, evolving consumption patterns, and emerging categories such as non-alcoholic spirits are changing the landscape. This profile seeks to analyse Diageo’s performance and identify areas of opportunity

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This report comes in PPT.


Euromonitor International's report on Diageo Plc delivers a detailed strategic analysis of the company's business, examining its performance in the Spirits market and the global economy. Company and market share data provide a detailed look at the financial position of Diageo Plc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Diageo Plc.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Diageo Plc provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Spirits research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Executive summary
Top companies at a glance
Diageo’s global footprint
Strong US spirits performance only partly offsets declines elsewhere
Growth decomposition
COVID-19 themes (1)
COVID-19 themes (2)
Exposure to growth
Key markets drag down Diageo’s performance in 2020
Pernod Ricard remains Diageo’s top competitor
Key categories and markets
Key brands
Indian brand McDowell’s leads Diageo’s whiskies volumes
Broad coverage of price points in whiskies is advantageous
Diageo lags behind Pernod Ricard in focus on premium whiskies in India
Johnnie Walker is working to expand appeal
Crown Royal’s versatility drives strength in Canadian whisky
Acquisitions boost Diageo’s presence at the upper-end of gin
Aviation Gin highlights premium potential
Targeting expansion through affordability with Smirnoff
Geographic expansion boosts prospects for Captain Morgan
Ongoing potential in premium US tequila
Taking the local approach with Baileys
Building on early investment in non-alcoholic spirits
RTDs offer spirit-based opportunities
Key findings
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)


This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.

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