Building world-class brands

We have an unrivalled portfolio of more than 200 great global and local brands. Our drinks are accessible and for everyone. We’re constantly renewing their relevance to remain recognised and loved the world over for their history, taste and character. Because our brands are the foundations of the world’s most iconic drinks.

Brands in action

Our new strategy has been deliberately designed to build and extract the benefits of Diageo’s scale, capability and portfolio. Below we have highlighted some of the ways in which this is already delivering stronger performance and growth.

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Whisky in the UAE

In the UAE, a review of our portfolio showed that VAT 69, Black & White and JεB were priced in the same bracket as Johnnie Walker Red Label, a leader in the standard segment. Further down the price ladder, however, significant volume was being captured by entry-level secondary Scotch and Indian whisky brands. We therefore repriced the brands and improved distribution in the right outlets. Once these barriers were addressed, demand accelerated quickly.

Bundaberg Rum

Bundaberg Rum has always had a distinctive place in Australian culture. Known locally as Bundy, the brand is strongly associated with easy-going sociability and the moments Australians share together. The team expanded Bundaberg Campfire into RTD and strengthened the launch with new variants, showing how innovation can unlock new growth for an iconic trademark.

Guinness

Guinness continues to build momentum among consumers around the world, creating significant opportunities ahead to recruit the next generation of LPA+ drinkers. Celebrating the moments that matter most to consumers is a key part of that strategy. As consumers look for more ways to connect with each other in real life, Guinness transformed one of its most iconic brand assets to invite people to share their own ‘Pint of View’.

Whisky in the UAE

Bundaberg Rum

Guinness

Key stats

200 +

brands

c. 180

countries and territories

+ 27500

employees

110 +

manufacturing sites

Capital Markets Day 2026

Focused innovation with greater impact

Our approach to innovation involves creating distinctive, scalable opportunities grounded in consumer and category insight. By bringing together our brand, category and market expertise, we can extend our brands into new formats and occasions, reach more consumers, and support sustainable growth across markets.

Our innovation

Ensuring brand longevity

We invest in sustainability and social responsibility because it's the right thing to do. It also strengthens the trust people have in our brands.

Our investment in sustainability and social responsibility also enhances brand reputation and loyalty. And by continuously adapting to market changes and consumer preferences, we make sure our brands remain iconic and influential in the ever-competitive global market.

Find out more

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Behind the science of Distilled