Diageo Plc in Spirits

Company Profile

About This Report

Sep 2019

Diageo remained the leading player in spirits globally in 2018, but growth was slower than for its main competitors, as the group continues to face challenges in the vodka and rum categories. However, despite a range of risks on the horizon, opportunities abound, as the group continued its premiumisation strategy. This profile looks at both the threats and the potential growth prospects for Diageo in a spirits industry in constant flux.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Diageo Plc in Spirits

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 SWOT 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.

Delivery format

Reports are delivered in PDF format and can be downloaded from your online account immediately after purchase.

Scope of the Report



Executive summary (1)

State of Play

Top companies at a glance: Diageo remains world’s leading distiller
Diageo’s lead over Pernod Ricard is lower in value terms than in volume
Diageo´s global footprint: Asia Pacific largest region in spirits
Company overview: decline in India partly due to roadside ban
Growth decomposition

Exposure to Future Growth

Exposure to growth: English gin set to remain dynamic
Projected rankings: stability for the top five global distillers
Diageo priorities: responding to a global spirits industry in flux

Competitive Positioning

R elative performance: a long way ahead, but struggling with stagnation
Competitor overlap: Pernod Ricard Groupe is Diageo’s key challenger
Key categories and markets
Key brands


Whiskies sales by region
Top countries by category
Diageo maintains global dominance in key portfolio category of whiskies
Johnnie Walker blended Scotch dominance reinforced through innovation
Super-premium Bulleit drives growth for the group’s US spirits division
Diageo attempts to broaden single malt’s appeal while remaining premium
Crown Royal variants remain a success, but limited to home markets

White Spirits: Vodka and Gin

White spirits sales by region
Top countries by category
Smirnoff remains crucial to group’s portfolio despite premiumisation
New Ketel One releases prove successful in changing spirits landscape
Villa Ascenti launch strengthens super-premium gin portfolio
Multinational distillers set sights firmly on craft, super-premium gins

Other Spirits Categories

Diageo expands premium rum portfolio with strategic joint venture
Captain Morgan dampens group’s US spirits sales, expands globally
Baileys sales progress globally but category remains niche
Acquisitions and investment strengthen Diageo’s position in tequila

Key Findings

Executive summary (2)


Projected company sales: FAQs (1)
Projected company sales: FAQs (2)