Multinational alcoholic beverages company
Diageo plc
(
dee-
AJ
-ee-oh
) is a British
multinational
alcoholic beverage
company, with its headquarters in
London
,
England
. It operates from 132 sites around the world.
[1]
It is a major distributor of
Scotch whisky
and other spirits. Distilleries owned by Diageo produce 40% of all Scotch whisky with over 24 brands, such as
Johnnie Walker
,
J&B
and
Old Parr
.
[3]
Its leading brands include
Guinness
,
Smirnoff
,
Baileys
liqueur,
Captain Morgan
rum
and
Tanqueray
and
Gordon's
gin
.
Diageo has a primary listing on the
London Stock Exchange
and is a constituent of the
FTSE 100 Index
. It has a secondary listing on the
New York Stock Exchange
.
Name
[
edit
]
Diageo is an invented name that was created by the branding consultancy
Wolff Olins
in 1997.
[4]
The name is composed of the
Latin
word
di?s
, meaning "day", and the
Greek root
geo-
, meaning "earth"; and is meant to reference the company slogan "Celebrating Life, Every Day, Everywhere".
[5]
[6]
History
[
edit
]
Formation
[
edit
]
Diageo was formed in 1997 from the merger of
Guinness plc
and
Grand Metropolitan
. Its creation was driven by the executives Anthony Greener and
Philip Yea
at Guinness,
[7]
along with George Bull and John McGrath of Grand Metropolitan.
[8]
Anthony Greener was the first executive chairman.
[9]
Shares in Diageo began trading on the London Stock Exchange on 17 December 1997.
[10]
Exit from non-core assets
[
edit
]
As a legacy of the merger, Diageo owned a number of brands, businesses, and assets which were not in the core alcoholic drinks category. The company has gradually disposed of these assets to focus on beverages as its core business.
[11]
[12]
This included the sale of the
Pillsbury Company
to
General Mills
in 2000,
[13]
and the 2002 sale of the
Burger King
fast food restaurant chain to a consortium led by US firm Texas Pacific for US$1.5 billion
[14]
The predecessor company Grand Metropolitan had been a major owner of hotels, owning what is now
Intercontinental Hotels
prior to divestment before merging into Diageo,
[15]
but the company still owned the
Gleneagles Hotel
in
Perthshire
, which had hosted events including the
Ryder Cup
and
G8 summit
. In 2015 Diageo reached an agreement to sell the hotel to the Ennismore Group, already owners of
The Hoxton
hotels.
[16]
In November 2016, Diageo announced its intention of selling at auction
Sir Edwin Landseer
's iconic 1851 painting
The Monarch of the Glen
? which the company owned, but which has been on loan to the
National Museum of Scotland
in Edinburgh since 1999 ? as it has "no direct link to our business or brands",
[17]
being used on the label of rival brand
Glenfiddich
,
[18]
owned by
William Grant & Sons
. Following a fundraising campaign, the painting was sold to the
National Galleries of Scotland
for around half its assayed value of £8 million.
[19]
[20]
Divestment of beer and wine
[
edit
]
In 2015, the company made major sales in both the beer and wine categories, selling the
Red Stripe
beer brand, along with interests in other breweries, and the rights to Guinness in some territories to
Heineken
,
[21]
[22]
as well as the sale of most of its wine business to
Treasury Wine Estates
.
[23]
The separate 2019 sale of the remaining wine brands including Navarro Correas and
Chalone Vineyard
saw Diageo exit the category.
[24]
Whilst Diageo did acquire South African beer producer United National Breweries (UNB) in April 2015 shortly before the Red Stripe sale was made,
[25]
they divested it again in the second half of 2019.
[26]
In December 2023 it was speculated in the media that Diageo would exit from the beer market entirely,
[27]
potentially including the Guinness brand,
[28]
but this was denied by the company.
[29]
International expansion
[
edit
]
The business has grown with purchases of alcohol businesses around the world, including the 2011 part-ownership and 2013 full acquisition of the Chinese
baijiu
manufacturer Sichuan Shuijingfang Company in China.
[30]
[31]
The company further acquired Turkish liquor company Mey Icki for US$2.1 billion in 2011,
[32]
[33]
and in 2012 followed this with Brazilian
cachaca
manufacturer
Ypioca
for £300 million,
[34]
and the Indian
United Spirits
which they acquired a majority stake for £1.28 billion.
[35]
[36]
Spirit brand acquisition and disposal
[
edit
]
The company sold the
Bombay Sapphire
gin and the
John Dewar & Sons, Ltd.
company including
Aberfeldy
,
Aultmore
,
Craigellachie
, and
Royal Brackla
distilleries to
Bacardi
in 1997 and 1998.
[37]
[38]
In 2001, Diageo acquired the collapsed
Seagram
's spirits and wine businesses which included
Captain Morgan
and Seagram's blended whiskey.
[39]
The company later disposed of the Seagram's whiskey brand, along with
Myers's Rum
,
Popov
vodka,
Booth's Gin
,
Goldschlager
,
Yukon Jack
,
Sambuca
, and 11 other brands to the
Sazerac Company
in November 2018 for US$550 million,
[40]
[41]
but kept the
Seagram's Seven Crown
brand.
[42]
Diageo acquired a 50% stake in
Don Julio
tequila through a joint venture with owner
Jose Cuervo
, for which they paid US$100 million in 2003.
[43]
They later obtained full ownership of the brand after agreeing to sell
Bushmills
Irish whiskey to
Proximo Spirits
, who had since acquired Jose Cuervo, in exchange for US$408 million and full ownership of the tequila brand.
[44]
Diageo formed a relationship with rapper
Sean Combs
in an "equal-share venture" in 2007 to promote the
Ciroc
vodka brand,
[45]
and this led to the joint purchase of the
DeLeon Tequila
brand in 2013. The partnership was terminated in 2024 after a legal dispute, leaving Diageo the sole owner of both brands.
[46]
In March 2016, the company sold
Grand Marnier
, a
cognac
and bitter orange-based liqueur, to the Italian beverage company
Campari Group
.
[47]
In June 2017, the
Casamigos
tequila brand ? a US-based tequila, launched in 2013 ? became the latest addition to Diageo.
[48]
In September 2022, Diageo sold Archers brand to De Kuyper Royal Distillers.
[49]
In November 2022, it was announced that Diageo would acquire Balcones Distilling, a whiskey distiller based in
Texas
.
[50]
In October 2023, Diageo sold Windsor Global, which owns blended Scotch brand Windsor, to private equity firm PT W Co of
South Korea
, sponsored by the Pine Tree Investment & Management Co.
[51]
Expansions and investments
[
edit
]
In June 2012, Diageo announced a £1 billion investment in Scotch whisky production over the following five years, with at least one new distillery to be constructed, several existing facilities to be expanded, and overall production capacity to be increased by 30 to 40 per cent.
[52]
[53]
In December 2015, Diageo announced a US$10 million investment in Danish whisky brand
Stauning
, to facilitate expansion of production.
[54]
In February 2017, Diageo announced plans to open a Guinness brewery and tourist attraction in
Baltimore County, Maryland
.
[55]
The brewery could potentially host as many as 300,000 visitors per year.
[56]
In October 2021, Diageo announced plans to invest $500m to expand its manufacturing in Mexico for the tequila category. Construction of the new facilities in
Jalisco
, Mexico is expected to begin in 2021.
[57]
Diageo announced plans to build a €200 million brewery in
Newbridge
in July 2022. In February 2024,
High Court
proceedings were lodged against
An Bord Pleanala
by an
Athy
resident opposing the decision to approve the project.
[58]
After mediation talks with Diageo, the challenge was withdrawn in April.
[59]
Non-alcoholic expansion
[
edit
]
In August 2019, Diageo bought the majority stake in
Seedlip
, a non-alcoholic spirits brand.
[60]
In October 2022, it was announced Diageo had acquired the
Australian
cold brew coffee liqueur brand, Mr Black.
[61]
Corporate changes
[
edit
]
In March 2023, it was announced that
Debra Crew
would succeed
Sir Ivan Menezes
as CEO of the company.
[62]
Crew started her role a month ahead of plan after Menezes died on 7 June 2023.
[63]
In May 2023, it was announced that Diageo has provided funding to establish the British Aluminium Consortium for Advance Alloys (BACALL), a collective of industry experts who will create a circular economy in the UK.
[64]
Controversies and legal issues
[
edit
]
Criticism
[
edit
]
In December 2003, Diageo provoked controversy over its decision to change its
Cardhu
brand Scotch whisky from a
single malt
to a
blended malt
whilst retaining the original name and bottle style. Diageo took this action because it did not have sufficient reserves to meet demand in the Spanish market, where Cardhu had been successful. After a meeting of producers, Diageo agreed to make changes.
[65]
In 2006, the Cardhu brand changed back to being a single malt.
[66]
In May 2012, Scottish craft brewery
BrewDog
revealed that Diageo had threatened to withdraw funding from the
British Institute of Innkeeping
Scotland's annual awards if BrewDog was to be named winner of the Best Bar Operator award. Diageo was forced to issue an apology.
[67]
[68]
[69]
In March 2015, Diageo released an advertising campaign showing a young woman crying after a night out, as an older woman, likely her mother, looks at her from the doorway, and the caption, "Who's following in your footsteps? Out of control drinking has consequences". The ad probably implied that the girl had been assaulted on the way home, as a result of her drinking that night. The director of Rape Crisis Network Ireland said Diageo "blames victims of sexual violence for the crimes that have been committed against them. This is a harmful, regressive and hurtful message which targets the vulnerable."
[70]
Factory closures and moves
[
edit
]
In July 2009, Diageo announced that, after nearly 200 years of association with the town of
Kilmarnock
, Scotland, they would be closing the
Johnnie Walker
blending and bottling plant
[71]
as part of a restructuring to the business. This would make 700 workers unemployed and caused outrage from the press, local people, and politicians. A campaign against this decision was launched by the local
SNP
MSP
Willie Coffey
and
Labour
MP
Des Browne
. A petition was drawn up against the plans, which also involved the closure of the historic
Port Dundas
grain distillery in Glasgow.
[72]
The Johnnie Walker plant in Kilmarnock closed its doors in March 2012 and the buildings were subsequently demolished a year later.
[73]
In April 2011, the National Puerto Rican Coalition planned to run a series of ads in New York City and Puerto Rico urging a boycott of Diageo-owned alcoholic drinks to protest the corporation's production move of its
Captain Morgan
rum from
Puerto Rico
to the U.S. Virgin Islands,
[74]
which will provide it with US$2.7 billion in tax benefits over 30 years.
[75]
Regulatory issues
[
edit
]
In August 2011, Diageo agreed to pay more than US$16 million to settle U.S. civil regulatory charges that it made improper payments to foreign officials. Regulators accused the British company of violating the U.S.
Foreign Corrupt Practices Act
through its subsidiaries to obtain lucrative sales and tax benefits for its Johnnie Walker and Windsor Scotch whiskies and other brands.
[76]
In January 2020, Diageo agreed to pay US$5 million to settle charges brought by the US
Securities and Exchange Commission
that alleged the company had pressured distributors to buy products in excess of demand in order to hit performance goals.
[77]
[78]
Brands
[
edit
]
Diageo's beverage brands include:
[79]
- Scotch whisky
:
- Single malt Scotch whisky:
Auchroisk
,
Benrinnes
,
Blair Athol
,
Brora
,
Caol Ila
,
Cardhu
,
Clynelish
,
Cragganmore
,
Dailuaine
,
Dalwhinnie
,
Dufftown
,
Glendullan
,
Glen Elgin
,
Glenkinchie
,
Glen Ord
,
Glen Spey
,
Inchgower
,
Knockando
,
Lagavulin
,
Linkwood
,
Mannochmore
,
Mortlach
,
Oban
,
Port Ellen
,
Roseisle
,
Royal Lochnagar
,
Singleton
,
Strathmill
,
Talisker
,
Teaninich
,
Classic Malts of Scotland
.
- Blended Scotch whisky:
Bell's
,
Black & White
,
Buchanan's
,
Haig
,
Johnnie Walker
,
J&B
,
Logan
,
Old Parr
,
Vat 69
,
White Horse
.
- Irish whiskey
:
Roe & Co
- American whiskey
:
Bulleit
,
George Dickel
,
Seagram's Seven Crown
, Balcones
[80]
- Canadian whisky
:
Crown Royal
- Baijiu
: Shui Jing Fang
[81]
- Beer
:
Guinness
,
Guinness Black Lager
,
Guinness Foreign Extra Stout
,
Harp Lager
,
Hop House 13
,
Kilkenny
,
Smithwick's
,
Tusker
[82]
- Brandy
:
Ciroc VS
- Cachaca
:
Ypioca
- Cider
: Rockshore Apple Cider
[83]
- Gin
:
Aviation Gin
,
Gilbey's
,
Gordon's
,
Tanqueray
- Hard seltzer
: Rockshore Hard seltzer
[84]
- Liqueur
:
Baileys
,
Pimm's
,
Sheridan's
- Mixed drinks
:
Smirnoff Cocktails
- Rakı
: Altınba?, Civan Rakı, ?zmir Rakısı, Kulup Rakı, Tayfa Rakı, Tekirda? Rakısı, Yeni Rakı
[85]
- Rum
:
Bundaberg
,
Cacique
,
Captain Morgan
,
Pampero
,
Zacapa
- Tequila
: 21 Seeds, Astral,
Casamigos
,
DeLeon
,
Don Julio
- Vodka
:
Ciroc
,
Ketel One
,
Smirnoff
- Wine
:
Justerini & Brooks
(produced by Diageo);
Dom Perignon
,
Moet & Chandon
,
Veuve Clicquot
(all produced by Moet Hennessy, a joint venture between Diageo (34%) and
LVMH Moet Hennessy Louis Vuitton S.A.
(66%)
Worldwide
[
edit
]
Diageo operates in 180 countries across five regions:
Europe
,
North America
,
Latin America
,
the Caribbean
,
Asia Pacific
and
Africa
.
[86]
Awards and rankings
[
edit
]
In 2016, Diageo was ranked 11th out of 4,255 companies worldwide for diversity and inclusiveness in the Thomson Reuters Diversity and Inclusion (D&I) Index.
[87]
In June 2023, the company's subsidiary,
Mortlach distillery
in
Moray
,
Scotland
, was awarded the “Whisky of the Year” prize in the annual International Whisky Competition for its Gordon & MacPhail Connoisseurs Choice 1989 Mortlach single malt Scotch.
[88]
Operations
[
edit
]
Diageo also owns a 34% stake in the Moet Hennessy drinks division of French luxury goods company
LVMH
.
[89]
In 2017, the company was awarded top place in the
Institute of Directors
' and
Chartered Quality Institute
's Good Governance Index.
[90]
-
Diageo's Gimli Plant in
Gimli, Manitoba
, Canada, the global supply plant for
Crown Royal
(the top-selling Canadian whisky in United States
[91]
)
-
Caol Ila distillery on the
Isle of Islay
, Scotland
-
St James Gate Guinness Brewery in
Dublin
, Ireland
-
Diageo world headquarters in
Park Royal
, London
Head office
[
edit
]
Diageo's head office is in
Great Marlborough Street
,
London
after moving from its previous location in
Park Royal
,
London Borough of Brent
,
[92]
on the site of a former
Guinness
brewery
[93]
which had closed in 2004 after producing beer since 1936.
[94]
Diageo's previous head office facility had been located in
Henrietta Place
, in the
Marylebone
district of the
City of Westminster
in London, since 1996. In 2009, Diageo announced that it was closing the Henrietta Place facility as part of a cost reduction programme and moved its employees to the Park Royal site.
[95]
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[
edit
]
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a
b
c
d
e
f
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.
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.
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.
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.
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.
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.
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.
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{{
cite news
}}
: CS1 maint: multiple names: authors list (
link
)
- ^
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.
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.
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.
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.
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.
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.
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- ^
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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External links
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