Western Europe comprises Great Britain, Ireland, Nordics, Iberia, Germany & Austria, Greece, Italy & Switzerland, France, and Benelux. All these countries act as one market, which embodies the market’s Reserve, Wine and Continental Europe Beer business units.
Russia, Eastern Europe and Turkey are the highest potential areas and offer great opportunities for growth. Our priority is to protect our investment and to preserve a local focus in these markets in order to create the best conditions for the long term success of our brands.
Innovation is a priority for Diageo Europe. We seek to anticipate evolving consumer trends, create leading-edge marketing campaigns for our iconic brands as well as develop new products.
Diageo Europe is changing the way it works with customers, to create even higher levels of collaboration that lead to lasting partnerships. In 2011 Diageo Europe opened a customer collaboration centre in London, a space which customers and Diageo are now using to discuss and develop shared plans.
The most important brands in Europe are Smirnoff, Baileys, J&B, Johnnie Walker, Guinness, Captain Morgan, Gordon’s, José Cuervo, Tanqueray, Bushmills, Blossom Hill and the Reserve portfolio.