Our customers are the businesses that distribute and retail our brands. We create business for customers by providing them with our brands and by offering commercial skills and resources to grow our mutual business responsibly and maximise customers' returns.

Our aim is to provide our customers with the best overall service in every market. In most areas we survey major customers, distributors, and our own employees annually to monitor the strength of our relationships and allow customers' views to be taken into account in our decision-making.

We also see our strategic relationships with major customers as a way of making a positive impact in the communities in which we operate. For example, we have worked with customers to spread responsible drinking messages via on site materials, consumer contest and consumer magazines. We have trained customers on how to perform age verification checks and we have worked with customers to promote recycling through in-store receptacles.

The case study below provides a closer look at one of our programmes:

Diageo partners with Auchun and local NGOs in Italy

15 October 2013

As the world’s leading supplier of alcoholic drinks, Diageo has a responsibility to help shoppers make informed choices. READ MORE...