Our strategy is based on our understanding of what issues are most important to people, or, what about our business is most 'material'.

In deciding where to focus our efforts, we look both at what's important to our own success, and at what our stakeholders expect. By addressing these expectations, we can have confidence that our development as a business will be truly sustainable.

In 2013, we engaged a group of 40 stakeholders including investors, customers, suppliers, and multinational organisations such as United Nations agencies and NGOs to help refresh our Sustainability & Responsibility Strategy. We analysed their interests and concerns alongside a set of risks to and opportunities for Diageo. The results of this analysis can be found below.

This matrix informs our sustainability and responsibility investment and priorities. We aim to update it as we continue to engage stakeholders around the world. If you have any feedback, please write to us at