We’ve launched Distilled 2025 - our annual Consumer Trends Report.
people
production sites
Celebrating life, every day, everywhere
Our accessible purpose provides a platform for us to be the best we can be at work, at home and in our communities - it’s about celebrating life in its broadest sense. Our purpose goes hand in hand with performance - never one without the other.
Our People and Culture
The success of our business is influenced by a brilliant blend of people and brands. We're proud of the work we do, inspired by a deep connection to our purpose and made stronger by the values that underpin our diverse and inclusive culture.
Every day our people have every opportunity to thrive, to keep learning and growing, and innovating to push boundaries - shaping celebration across the world.
Our ambition and strategy
Our ambition is to be one of the best performing, most trusted and respected consumer products companies in the world.
Strategic goals and objectives
Celebrating life every day, everywhere
To create the best performing, most trusted and respected, consumer products companies in the world
Unleash the power of our brands and portfolio to lead and shape consumer trends executed with operational excellence
Brands and Portfolio
- Whisk(e)y & Tequila
- Winning local portfolio
- Guinness growth
Consumer trends
- Cocktail culture
- Moderation
- Exploration
- Convenience
- With food
- Luxury
Operational excellence
- Evolve brand building muscle
- Commercial excellence
- Everyday efficiency
Building a more Digital Diageo
Diverse and engaged talent with a focus on culture
Spirit of Progress driving triple wins and protecting license to operate
Achieve quality TBA share of 6% by 2030

Spirit of Progress is our 10-year ESG action plan to help create a more inclusive and sustainable world.
The plan is made up of 25 ambitious targets and is focused on three pillars that are most material to our business - promoting positive drinking, championing inclusion and diversity and pioneering grain-to-glass sustainability.
Some of our ambitious 2030 targets include:
- Educate 10 million people on the dangers of underage drinking
- Achieve 50% representation of women in leadership roles
- Become net zero carbon in our direct operations across the company
- 30% improvement in water use efficiency globally
- Ensure 100% of our packaging is widely recyclable (or reusable/compostable)

Annual Report 2024
From centuries-old names to the latest innovations, Diageo offers something for every taste and celebration.