Emphasis on leveraging iconic brands, marketing strength, and global reach, while identifying opportunities to improve commercial execution and customer relationships.
Focus on evolving the business model and portfolio to adapt to both cyclical and structural industry changes, including moderation trends and consumer preferences.
Shift from margin percentage obsession to prioritizing absolute dollar profit growth, enabling more flexible and growth-oriented decision-making.
Ongoing strategic review of the portfolio to identify non-core assets for disposal, aiming to maximize value and enhance balance sheet flexibility.
Recognition of the need to revitalize underperforming brands by focusing on consumer occasions and execution, not just premiumization.
Raised cost-saving targets from $500 million to $625 million, with savings driven by supply chain optimization, operational efficiency, and better trade investment management.
Estimated €500 million in exceptional costs over three years to deliver these savings, fully accounted for in free cash flow guidance.
About half of the savings will be reinvested, particularly in commercial excellence and execution to rebuild relationship-driven sales capabilities.
Marketing spend is being scrutinized for effectiveness, with a focus on reducing waste and reallocating resources to high-growth markets and brands.
No fixed marketing budget; resource allocation is based on market growth potential and brand performance.
Moderation in alcohol consumption is seen as a continuation of long-term trends, with recent acceleration driven by macroeconomic pressures rather than purely structural shifts.
Gen Z's lower consumption is attributed more to economic constraints than a sudden shift to health and wellness.
The company is exploring opportunities in non-alcoholic, low-ABV, and premium products to address evolving moderation and consumption patterns.
U.S. market growth has been concentrated in a few SKUs, but there is a renewed focus on activating the broader portfolio.
No signs yet of a significant improvement in U.S. consumer sentiment; planning assumes a stable but uncertain environment through fiscal 2026.
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Diageo, a multinational company headquartered in London, is one of the world's leading manufacturers of alcoholic beverages. Their extensive portfolio includes some of the world's most well-known alcohol brands, ranging from spirits and beers to wines. The company operates in more than 180 countries and is an important player in the alcoholic beverage industry due to its sheer size and portfolio of brands
Diageo came to be in 1997 through the merger of Guinness and Grand Metropolitan, two companies with rich histories in the alcoholic beverages industry. The name 'Diageo' is derived from the Latin word 'dia', meaning day, and the Greek word 'geo', meaning world. The company's portfolio includes well-known brands such as Johnnie Walker, Smirnoff, Baileys, and Guinness. Despite the relative youth of the current company, the roots of its constituent companies stretch back centuries. Guinness, the world-renowned Irish stout, was established by Arthur Guinness in 1759, while Johnnie Walker started its journey in 1820. These historical brands form part of the backbone of Diageo and contribute significantly to its global success.
Further reading: Diageo: A Toast to Success in the Beverage Industry
Diageo's portfolio encompasses a wide range of beverages, enabling it to cater to a variety of consumer preferences regardless of whether they’re interested in a high-quality vodka or a proper traditional stout. Brands such as Smirnoff and Johnnie Walker have established themselves as some of the world's best-selling spirits, while Guinness continues to stand tall in the beer category. The company heavily invests in the research and development of new products and works to maintain the high quality and consistency of its existing offerings. Some companies operating in the same industry include names like Campari.
In response to changing consumer preferences and the rise of the craft spirits movement, Diageo has evolved with the times by acquiring smaller craft and premium brands. This is highlighted by the company's purchase of Casamigos, a super-premium tequila brand, and Aviation Gin, which were both founded by famous actors.
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