Diageo pricing strategy

Beer is our second largest category after scotch.

diageo mission statement

The global spirits category has shown resilient, long-term growth. Sustainability and responsibility Our sustainability and responsibility goals are fundamental to our strategy and cover the following three areas.

Despite an upbeat U.

diageo innovation

In emerging markets, we aim to grow participation in international premium spirits. This is being driven by population and income growth, and the increasing penetration of spirits around the world.

The company was involved in a brand swap deal in order to gain full control of Don Julio tequila, and was part of a swapping assets deal with Heineken in Africa in order to reduce debt.

Diageo brands

The developments include launching new brands, exploiting new drink occasions to reach younger consumers as well as investing more in making its drinks part of popular culture. But is has been far from plain sailing over the last four to five years. However, a growing middle class in the Asia Pacific region, and a recent merger with India's United Spirits , could offset this. Nearly a fifth 18 of the Top are Diageo brands, making it by far the biggest owner of brands selling 3m cases or more a year. The group has been able to utilise that position in emerging markets to build scale and market share through its mid-market and value brands, that then help shape future drinking habits. Although a majority have a significant proportion of a Muslim population amongst whom alcohol is frowned upon, data shows that Muslim consumption of alcohol has grown by double or triple digit figures in the past 10 years. Everywhere we operate, we aim to do so in a responsible and sustainable way. Changes to how the business promotes its brands moving forward were first hinted in the summer when it revealed it would reduce its below-the-line activity and increase media spend to drive savings. LinkedIn Diageo has unveiled six pillars it believes will amplify the reach of its brands.

Leila Fataar has been appointed to a newly created role of Head of Culture and Entertainment of Diageo Europe, in order to ensure its brands remain "culturally relevant.

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