Diageo Company Basic Information, and Sales Area
| Item | Description |
| Company Name | Diageo |
| Website | www.diageo.com |
| Established Date | 1997 |
| Headquartered | London, England, UK |
| Market Position/ History | Diageo is a company that makes alcoholic beverages. They are into a manufacturing of Whisky, Vodka, Rum, Liqueur, Tequila, Gin, Local Spirits, and Beer. It was established in 1997 and is headquartered in London, UK. |
| Sales Area | Worldwiderea |
| Contact Information | Lakeside Drive, Park Royal, London NW10 7HQ Tel: +44(0)20 8978 6000 |
Business Segment/ Overview:
Diageo is a British alcoholic beverage company headquartered in London, England. It was established in 1997 from the merger of Guinness Brewery and Grand Metropolitan. The company has a presence in more than 180 countries. They have more than 150 production sites around the world. The company has segmented its products into Scotch whisky, Other Whisky, Vodka, Rum, Liqueur, Tequila, Gin, Local Spirits, and Beer. The company has more than 200 brands that fall under various segments of the company. Bell's, Buchanan's, Cardhu, Cragganmore, Johnnie Walker are some of the brands of Scotch whisky. Bulleit and Crown Royal is the brand that comes under other whiskies. Cîroc, Ketel One, Smirnoff, Captain Morgan, Bailey's, Deleon, Gilbey's, McDowell's, Yeni Raki, and Harp are other brands of vodka, Ru, Liqueur, Tequila, Gin, Local Spirits, and beer.
Whisky Market Product Types Specification
| Product | Product Description |
| BUCHANAN'S | BUCHANAN'S is a premium scotch whisky in Latin America created from a blend of light, smooth, and refined flavor. The Company uses only Scotch whiskies that had been aged in a cask for a minimum of 12 years. Every year, Buchanan sells approximately 1.5 million 9l cases. Deluxe 12 YO-AGED 12 YEARS, Master-Aged 12 Years, Special Reserve 18 YO-Aged 18 Years, and Red Seal-Aged 21 Years are the whiskey's offered under this brand. |
| CARDHU | Cardhu is a Warm, effortless, elegant, and generous single malt scotch whisky. It is made from the smooth, sweet, mellow peat-softened waters of the Mannoch Hills in their distillery. Cardhu 12-Year-Old Single Malt Scotch Whisky, Cardhu 15-Year-Old Single Malt Scotch Whisky, Cardhu 11-Year-Old Special Release 2020 Single Malt Whisky, Cardhu 16-Year-Old Single Malt Scotch Whisky, The Four Corners of Scotland Collection is the collection of Cardhu. |
| CRAGGANMORE | Cragganmore gets its name from the mountain in whose shadow the distillery is located. It has many high and low valley flavors with a complex aroma. Cragganmore 12-Year-Old Single Malt Scotch Whisky, 70cl; Cragganmore 12-Year-Old Special Release 2019 Single Malt Scotch Whisky, 70cl; Cragganmore the Distillers Edition 2020 Single Malt Scotch Whisky, 70cl; Cragganmore 20-Year-Old Special Release 2020 Single Malt Scotch Whisky, 70cl is the range of whiskies offered by Cragganmore |
| BULLEIT | Bulleit's high percentage of rye and characteristic spicy flavor differs it from others. It is a good option for classic cocktails. Bulleit Bourbon, Bulleit Rye, and Bulliet Bourbon 10-Year-Old are the whiskies offered under this brand. |
| JOHNNIE WALKER | Johnnie Walker started its blended Scotch whisky in 1908 from a grocer's shop in Scotland and now it is known around the world. Johnnie Walker Red Label, Johnnie Walker Black Label, Johnnie Walker Double Black, Johnnie Walker Green Label, Johnnie Walker Gold Label Reserve, Johnnie Walker Aged 18 Years are some of the whiskies offered under this brand name. |
Recent Developments
| Year | Latest News |
| April 2021 | Diageo acquired Loyal 9 Cocktails, a spirits-based ready-to-drink brand. Loyal 9 Cocktails, a rapidly developing spirits-based ready-to-drink brand, has been bought by Diageo from Sons of Liberty Spirits Company. Loyal 9 Cocktails was launched in 2018 in Rhode Island and got quite famous in England. They provide gluten-free and real fruit products. They offer flavors of high-quality lemonade, Mixed Berry Lemonade, and Watermelon Lemonade with 9% ABV. Loyal 9 is a great addition to our portfolio said Debra Crew, President, Diageo North America. |
| June 2020 | Diageo North America introduced a bottle made entirely of recycled plastic Diageo announced that the renowned Seagram's 7 Crown blended American whiskey bottles is expected be manufactured entirely of recycled plastic (rPET) for the first time. In all its PET (Polyethylene Terephthalate) formats: 1.75l, 750ml, 375ml, and 200ml, Diageo North America will eliminate virgin plastic from Seagram's 7 Crown bottles. This move will minimize the usage of virgin plastic by nearly 1000 tons yearly, which is the equivalent of removing 100 million 500ml plastic bottles, which would cover 11,957 miles if lined out in a row (almost 5 trips between New York and Los Angeles). These new recycled PET bottles are in the stores in the USA since June 2020 along with glass bottles. |
| June 2020 | Diageo has established a $100 million recovery fund to assist pubs and bars in reopening after the lockdown. Following the COVID-19 pandemic, Diageo unveiled a new global campaign to help pubs and bars welcome customers back and recover. It is a two-year program started in July 2020 named "Raising the Bar". The company will invest $100 million in this campaign to help hospitality hubs such as New York, London, Edinburgh, Dublin, Belfast, Mexico City, Sao Paulo, Shanghai, Delhi, Mumbai, Bangalore, Nairobi, Dar es Salaam, Kampala, Sydney, and other cities recover. The $20 million Community Fund announced in the United States on June 12 is part of this $100 million scheme. They gave importance to hygiene measures, digital support, and practical equipment to transform how their outlets will work. The company will help pay for equipment needed for outlets to reopen after lockdown. They will be funding for hygiene kits, hand sanitizer, personal protection equipment (such as masks and gloves). It has also helped pubs and bars to establish partnerships with online reservations and cashless systems; mobile bars and outdoor equipment. |
Author's Detail:
Nisha Deore /
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Nisha Deore is a highly skilled Research Analyst with over three years of experience specializing in the agriculture and food & beverage sectors. Her expertise encompasses secondary research, data mining, competitive analysis, and the development of detailed collateral and PR materials. Known for her meticulous approach, Nisha designs robust research methodologies and delivers actionable insights that support her organization’s commercial and financial objectives.
In her current role, Nisha manages research for both the agriculture and food & beverage categories, leading initiatives to uncover market opportunities and enhance competitive positioning. Her strong analytical skills and ability to provide clear, impactful findings have been crucial to her team’s success. With a deep passion for both sectors and a commitment to continuous professional development, Nisha remains an invaluable asset in the dynamic landscape of market research.