Diageo plc completes transformation of distribution model in France

24 Jul 2024|Press release
  • Diageo plc to recover the distribution of all its brands distributed by the joint venture Moët Hennessy Diageo in France
  • These brands will be distributed in France from January 1st 2025, through its in-market company, Diageo France
  • Diageo and Moët Hennessy’s group maintain a strong partnership, continuing to work together in other markets

Diageo has today announced that it will recover the distribution of all its brands currently distributed by the joint venture Moët Hennessy Diageo France (“MHD”) in France. This follows its previous update in March 2024, where Diageo outlined its phased approach to transforming its distribution model in France by creating its own in-market company (Diageo France).

Today’s announcement will see the distribution of the brands Johnnie Walker, J&B and Gordon’s in France made by Diageo France from January 1st 2025. This follows the successful takeover by Diageo France of the distribution of other Diageo’s in-country brands in an initial phase that took place earlier this year. The remaining Diageo brands that had been intended to be taken over from the second phase in September 2025 will be distributed by Diageo France from January 1st 2025.

After many years of collaboration, allowing Moët Hennessy and Diageo to evolve and grow, the distribution of the Moët Hennessy and Diageo portfolios in France will be fully differentiated as of January 1st 2025, at which time their commercial cooperation through Moët Hennessy Diageo France will be concluded.

MHD’s employees representatives have been informed of this agreement.

Diageo’s partnership with Moët Hennessy’s group outside of France is not impacted by this announcement and Diageo plc’s 34% shareholding in Moët Hennessy is also unchanged.

-ENDS-

Notes to Editors

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The brands already distributed by Diageo France include: Cardhu, Tanqueray, Don Julio, Zacapa, Bulleit, Singleton, Lagavulin, Ketel One, Oban, Talisker, Knockando, Mortlach, Haig, Caol Ila, Dalwhinnie, Roe& Co and Seedlip.

The brands initially agreed to be taken over in September 2025 that will be finally be taken over on January 1st 2025 include: Baileys, Captain Morgan, Smirnoff, Bell’s, Black & White, Pimm’s, VAT 69 and White Horse.

About Diageo France

Diageo France is a newly created in-market company in France, which manages Diageo’s brands within the country. The new entity combines sales and marketing capabilities for Diageo’s brands, bringing even greater focus, speed and performance to the market.