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Regions

The marketing, sales and distribution of our brands are organised across five geographic regions: Diageo North America; Diageo Western Europe; Diageo Latin America and Caribbean; Diageo Africa, Eastern Europe and Turkey; 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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Western Europe

Western Europe is Diageo’s second largest market and comprises the countries of Ireland, Great Britain, Spain, Portugal, Greece, the Nordics, Italy, Switzerland, Belgium, The Netherlands, Luxumberg, France, Germany and Austria. Plus the business units of Diageo Guinness Continental Europe (our beer business), Diageo Wines Europe and Western Europe Reserve.

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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, Eastern Europe and Turkey

This year we are reporting Africa, Eastern Europe, and Turkey as a newly formed region, which is now Diageo’s second largest and is the biggest contributor to net sales growth. Net sales grew 10% from strong performance of spirits and a robust performance of beer in Africa, where we grew net sales despite volume declines.

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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 2013, North America generated around 33 per cent of net sales, Western Europe 19 per cent, Africa, Eastern Europe and Turkey 20 per cent, Latin America and Caribbean 13 per cent and Asia Pacific 15 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