Building world-class brands

For us, it’s not just about helping to create exceptional products, despite it being fundamental to our work. It’s about living and breathing a culture of continuous innovation, experimentation, investment, strategy, and creativity. Global or local, every one of our brands has a story, and we’re here every step of the way to help shape it.

Creativity with precision

As a global leader in premium drinks, we have more than 200 outstanding brands in our ever-growing and ever-evolving portfolio. We’re a holding company, and proud of it, but we’re also a hands-on brand builder. As creatively hands-on as we are custodians of our brands, we combine data, insights and innovation to tell brand stories that create enduring connections with people the world over.

2026 is the Year of the Horse, and our brands are marking it with limited-edition releases and cultural collaborations across our premium spirits portfolio, from tequila to Scotch whisky.

Diageo becomes Official Spirits Supporter for FIFA World Cup 26™, connecting iconic brands with global sports fans across the Americas.

Guinness and the Six Nations: a winning combination

The Diageo Drop offers an inside look at the stories behind our brands, people and business. From innovation and craft to culture-shaping experiences, The Diageo Drop

Key stats

200 +

Brands

180

Sold in nearly 180 countries

110 +

Manufacturing sites

+ 29000

People

We’re a company built on great innovators like Arthur Guinness and Johnnie Walker, and the launch of this [Breakthrough Innovation] team is a big step towards ensuring our brands remain at the forefront of social celebration.

Guy Middleton

Global Breakthrough Innovation Director

How innovation shapes our future

Building on our commitment to pushing the boundaries of how people socialise, our Breakthrough Innovation Team will drive our innovators to think, behave, and create differently. The ambition of this team is test, learn, and ‘de-risk’ new ideas, ensuring the future breakthrough innovations that move into the core of the business are less susceptible to potential threats and are more effective at driving us forward.

Ensuring brand longevity

A lasting brand is more than the sum of its parts. Key factors that contribute to longevity include maintaining product quality, staying relevant through innovation, and evolving with consumer trends while preserving core brand values.

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

26 Feb 2026 InnovationOur BrandsCulture

Making spirits a destination in global travel

20 Jan 2026 InnovationOur BrandsCulture

Guinness Opens the Gate in London

19 Dec 2025 InnovationOur BrandsCulture

Embracing everyday indulgence:
Baileys’ approach to treating

10 Dec 2025 EuropeInnovationSustainability

Everpour Trial: Bringing the next generation of spirit serving to pubs in Ireland this Christmas

01 Oct 2025 InnovationOur BrandsCultureGuinnessJohnnie WalkerBaileys

Creative consistency: building brands that endure

24 Jan 2025 InnovationScotch Whisky

Progress over perfection in action with the Johnnie Walker paper bottle trial

21 Jan 2025 EuropeAfricaLatin America and CaribbeanAsia PacificNorth AmericaInnovationOur BrandsBeerGinLow and No AlcoholLiqueurRumOther Whisk(e)yTequilaScotch WhiskyVodka

Behind the science of Distilled