Diageo owns over 200 brands, with sales in more than 180 countries, including:
- The world’s best-selling Scotch whisky brand (Johnnie Walker)
- The world’s most celebrated gin (Tanqueray)
- The world’s best-selling premium distilled vodka (Smirnoff)
- The world-leading iconic stout (Guinness)
- The world’s best-selling cream liqueur (Baileys)
Our collection of brands is spread across the following categories:
Scotch can only be made in Scotland, and has been distilled by people there for over 500 years. After distillation, the spirit must be matured in oak casks (in Scotland) for a minimum of three years before it can be called Scotch whisky.
A single malt Scotch whisky is produced in batches from only water, malted barley and yeast at a single distillery using copper pot stills.
Creating a blended whisky involves a highly-skilled process of mixing different whiskies. Each individual whisky has its own flavour and character, so it is down to the knowledge, expertise and intuition of the blending team to select the right whiskies at the right age.
Find out more about our Scotch whiskies.
North American and Irish whiskey distinguish themselves from their Scottish counterpart—both in production but also maturation styles.
In Ireland there are two main types of distillation in Ireland, batch distillation carried out in pot stills and grain whiskey produced through distillation in column stills. Whiskey produced by batch distillation can be either double or triple distilled.
America produces many different types of whiskey, distinguished by the ingredients used, including Bourbon, Rye, and Tennessee whiskies.
Find out more about our Bulleit whiskies, Canadian Crown Royal and Dublin's newest Whiskey tour.
Vodka can be made from anything with a sugar or starch content, but most are produced from either grain, potato or, in the case of Cîroc, grapes.
After fermentation and distillation, most vodkas are then filtered through activated charcoal to remove impurities and colouring.
Find out more about our vodkas, Cîroc, Ketel One and Smirnoff.
Creating tequila is a distinctive blend of art and science, with craftsmanship and knowledge equally significant to the process. Tequila is distilled from the heart of the blue agave plant, a member of the lily family and native to Mexico, and involves a four-step process of cultivation, fermentation, distillation, and maturation.
Find out more about our tequila Don Julio.
Gin is one of the oldest and most historic category of spirits. Classically made from juniper berries, the combination of additional botanicals gives each gin brand its unique characteristics and taste.
There are many botanicals used to flavour gin but the most common are floral, spicy, woody and citrus.
Rum is made from sugarcane by-products such as molasses, sugarcane syrup or sugarcane juice, by a process of fermentation and distillation. Rums may be dark, clear or golden, rested for a few days or aged for many years and can be aged anywhere in the world.
All liqueurs are by made from a distilled spirit that has been flavoured with another ingredient, such as fruit, cream, herbs, spices, flowers or nuts and bottled with added sugar or another sweetener.
Beer is created from four central components: malted barley (or other grains), hops, water and yeast. Stouts, famously perfected in Dublin by Guinness, are dark in colour and typically rich and creamy in texture. Top fermentation and the use of unmalted, roasted barley deliver cereal and coffee notes and lend to its darker character.
We own Fine Wine & Spirits Merchants, Justerini & Brooks, who were established in 1749 and joined the Diageo family in 1997.
No and Low Alcohol
There is a growing trend for consumers choosing no or low alcohol options. We have expanded our no and lower choices with the launch of Tanqueray 0.0%, Gordon’s 0.0% and Seedlip. Helping people to drink better, not more.
Positioned to win
As consumers are prioritising quality over quantity, we’re ideally placed to prosper from this ongoing desire to trade up, with a brand to offer at almost every price point. And as the premium drinks market grows, we’re set up with the strength, speed and diversity to grow with it.
Our active and disciplined approach to portfolio management has shaped it towards higher-growth categories, including tequila, international whisky, scotch and gin. For instance, we’ve acquired several premium-plus brands, such as Aviation American Gin and 21Seeds flavoured tequila, and are the only international spirits player to compete in the large, growing and rapidly premiumising baijiu market. We’ve also made strategic disposals, including the Meta Abo Brewery in Ethiopia and Picon.
Innovation drives us forward
Our exceptional capabilities in brand building and innovation drive sustainable long-term growth of our brands.
We combine our deep understanding of consumers with marketing creativity, executing with precision. And to consistently deliver a customer-first mindset, we’ve invested in transformational digital and data capabilities. By having the right product in the right place at the right time and at the right price, we win with consumers.
Whilst building our e-commerce and direct-to-consumer capabilities, we also manage diverse supply chains, from gins and beers to aged whiskies and tequilas. The strength of our on-trade customer relationships supports advocacy and quality serves of our brands.
Learn more about how we build brands and view our outstanding portfolio.