Diageo Europe 

Diageo 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, Luxembourg, France, Germany and Austria. Plus the business units of Diageo Guinness Continental Europe (our beer business), Diageo Wines Europe and Western Europe Reserve.

Innovation plays an important role in generating growth for Western Europe. Our ambition is to be better at innovation than anyone else, with remarkable insightful ideas that we execute brilliantly.

Customer collaboration is an area where we believe we can drive growth and become a real competitive advantage in Western Europe. We are continuing to build superior collaborative relationships with our most strategic customers, to deliver shopper marketing that fuels category growth.

The most important brands in Western Europe are Smirnoff, Baileys, J&B, Johnnie Walker, Guinness, Captain Morgan, Gordon's, Tanqueray, Bushmills, Blossom Hill and the Reserve portfolio.