Our strategy is to drive organic growth in premium drinks. We will invest to take leadership positions in every category, market and consumer occasion in which we choose to compete.
We aim to drive brand growth by exploiting complete category participation opportunities, rather than solely focusing on individual brands within categories. Key categories include Scotch whisky, vodka and rum.
Our focus on our priority brands in their most profitable markets helps drive brand growth of our global trademarks – Johnnie Walker, Smirnoff, Baileys and Guinness.
We will look to invest more resources into these and other brands with the best growth prospects.
As part of our innovation agenda we place an increased emphasis on premium brands, striving to build the best premium brands collection in the industry.
We will look for opportunities in emerging markets – Brazil, Russia, India and China are current examples of markets we are building now to drive growth tomorrow.
Finally, we seek out selective acquisitions to support our brands growth, innovation and customer focus strategies where they can add shareholder value.