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Regions

The marketing, sales and distribution of our brands are organised across five geographic regions: Diageo North America; Diageo Europe; Diageo Latin America & Caribbean; Diageo Africa; and Diageo Asia-Pacific.

  • North America
  • Eurpoe
  • Latin America & Caribbean
  • Africa
  • Asia Pacific
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North America

Diageo North America is the largest market in terms of net sales and operating profit. It is also the largest market for premium drinks in the world. It includes both the United States and Canada, and presents good growth opportunities as consumer trends indicate a shift towards choosing premium brands.

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Europe

Diageo Europe accounts for about a third of our total business and operates across six 'hub' units: Great Britain, Ireland, Iberia, Northern Europe, Southern Europe, Russia and Eastern Europe. This presents a region with a rich range of cultures and opportunities.

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Latin America

Diageo Latin America & Caribbean (LAC) has over 1,800 employees and operates across 43 different markets throughout a dynamic region with a population of 600 million. The region comprises four hubs: Mexico, WestLAC (Caribbean, Free Trade Zones, Central America, Argentina, Chile, Peru, Bolivia, Ecuador), Andean (Colombia and Venezuela), and PUB (Paraguay, Uruguay, Brazil). Supported by about 230 employees across Supply, the region ships approximately 19M (9L) of which around 25% is domestically produced through various third parties.

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Africa

Africa represents Diageo’s largest group of fast growth markets in terms of net sales and employs over 5,300 people (one in four of Diageo’s total workforce worldwide) in its businesses in Africa and many more indirectly through the production, distribution and promotion of its brands.

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Asia Pacific

Our Asia Pacific business is balanced between the established markets of Korea, Japan and Australasia and the fast growth markets of China, India and South-east Asia. More recently, with the rapidly growing number of Asian travellers, the Global Travel and Middle East business unit has also been included into the region.

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We sell products in approximately 180 countries within these five regions. In our financial year ending 30 June 2012, North America generated around 33 per cent of net sales, Europe 28 per cent, Africa 13 per cent, Latin America and Caribbean 12 per cent and Asia Pacific 14 per cent.

DRINKiQ
'I was attracted by GGBL's reputation for valuing employees, the numerous opportunities that exist for career development and the fact that, in Ghana, GGBL is the most celebrated business' Graduate recruit, Guinness Ghana Breweries