We’ve launched Distilled 2025 - our annual Consumer Trends Report.
INNOVATION
We move at pace
with the latest trends
We’re a company built on the shoulders of great innovators like Arthur Guinness and Johnnie Walker. From much-loved, established brands to the latest innovations, we move at pace with the latest trends, creating products, tastes and experiences for people to enjoy as part of celebrations big or small.
AMBITION
Our resilience
is rooted in diversity
We understand the best stories are the most diverse. That's why we put inclusivity at the heart of our organisation and the communities we work with. It's also why 44% of our leaders globally are female and 46% of our leaders globally are ethnically diverse.
We are committed to being one of the world's best-performing, most trusted, and respected consumer products companies.
Preliminary Results 2024
“Diageo delivers resilient performance with improved market share in the second half of the fiscal year, despite volatile operating environment.”
Debra Crew
Chief Executive
growth
A well-positioned portfolio
Our growth algorithm powers our long-term ambition to increase our TBA market share from 4% to 6% by 2030.
Building world-class brands
We're global innovators who pair creativity and science to forge new paths and push the limits when it comes to recruiting consumers and delivering long-term growth. Spirits is an attractive dynamic category, capitalising on macro-consumer trends.
We build new brands
and nurture mature ones
We’re focused on using our deep consumer understanding to leverage consumer demands for premiumisation, convenience and moderation. This will help us succeed in our ambition of delivering a 50% increase in our TBA share from 4% to 6% by 2030.
Moderation
We are proud to have met our 2030 targets for DRINKiQ and we've reached 1 billion people with dedicated moderation messages.
Captain Morgan's Spiced Gold 0.0 – the science behind the liquid.
Premiumisation
People are choosing to drink better, not more. Over the last decade, premium and above spirits grew from 26% of category value to almost 35%.
The super-premium plus price-tier has grown in value more than two times faster than other price tiers in the category.
Tequila
Diageo's tequila portfolio grew share of the spirits industry in fiscal 24, with acceleration in the second half, led by Don Julio.
ESG
Spirit of Progress
Our ongoing ESG action plan, addresses the most significant environmental and social opportunities and risks Diageo faces. It has three priorities to promote positive drinking, champion inclusion and diversity and pioneer grain-to-glass sustainability. Doing business the right way underpins everything we do.
Promote
positive drinking
Our ambition is to change the way people drink for the better. This is why we promote moderate drinking and invest in education programmes to discourage the harmful use of alcohol.
Savour every moment
We partnered with Suho of Kpop group EXO to promote responsible and moderate alcohol consumption. The campaign features an original song by Suho and emphasises the importance of savouring each moment.
Champion diversity & inclusion
Championing inclusion and diversity is at the heart of what we do, and is crucial to our purpose of 'celebrating life, every day, everywhere'
Eleanor Morgan included in Management Today’s 35 Under 35 List for 2024
We’re delighted that Eleanor Morgan, Marketing Manager Captain Morgan, has been included in this year’s Management Today 35 Women Under 35 list, the annual celebration of the UK’s most impressive women in business.
Pioneer grain-to-glass sustainability
Our ambition is to build a resilient supply chain that helps our communities to adapt to climate change, protects our licence to operate and benefits the bottom line of our business. We are accelerating our focus on water and carbon, to address our most significant risks and greatest opportunities.
World Environment Day – Collaborative action is required now
This World Environment Day, we’re calling for greater collaboration to achieve the world’s climate goals. Many companies are committing to reducing their impact on the environment – but we need business, NGOs and governments to work together.
Hear from our Pensions Team leader, Amanda Pennycook, about why having Carers Leave is important to her
