Diageo Plcin Spirits

Company Profile

About This Report

May 2016

Despite seeing its global volumes as well as share stagnate in 2015, Diageo comfortably remained the world’s leading spirits player. During the year, the company became even more focused on spirits with the divestment of its wine and non-core beer operations. This should give it the potential to focus on the key issues facing its portfolio and return the company to growth. The profile looks at the issues facing the company and what it is doing, and perhaps needs to do, to resolve them.

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Diageo Plcin 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.

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Scope of the Report


Strategic Evaluation

Key company facts
Struggling for organic growth
Diageo struggles in H1 2016
SWOT: Diageo Plc
Strategic objectives and challenges

Competitive Positioning

Fluctuating performance for Diageo
Diageo undisputed global leader
Growing consolidation in spirits

Market Assessment

Broad geographic spread for Diageo
Diageo geographic shift through acquisition
Broad category spread as well as depth

Market and Category Assessment

Maturity hurts Diageo in the US
Problems facing Diageo with United Spirits
Diageo’s unassailable lead in a consolidating category
Well placed to capitalise on blended Scotch growth
Focus on premiumisation: Bourbon/other US whiskey
Whisky premiumisation : Greater focus on single malt Scotch
Crown Royal – Apple of Canadian whisky eye
Mixed picture for Smirnoff
Growth opportunities abound for Diageo in vodka
Broadening Captain Morgan's spread enhances growth prospects
Baileys struggling for growth
Orijin – The bitter taste of success
Work to do in gin
Tequila: Value not volume key to Diageo post- Cuervo

Brand Strategy

Change in brand strategy


Diageo reorganises to enhance emerging market focus
Agreements with other companies
Producing most of its own
Mixed distribution methods


Major focus on emerging markets required