Diageo at a glance

With over 200 brands and sales in nearly 180 countries, we are driven to be the world’s best brand builder, leading the way in premium drinks

+ 30000

people

132

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.

Watch this short film – The Blend - to learn more about who we are.

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 brands

Our portfolio contains some of the world's most recognisable brands:

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Johnnie Walker

Johnnie Walker

The world’s best-selling Scotch whisky

Johnnie Walker
Guinness

Guinness

An iconic brand and world-leading stout

Guinness
Tanqueray

Tanqueray

The world’s number one premium gin

Tanqueray
Baileys

Baileys

The world’s best-selling cream liqueur

Baileys
Smirnoff

Smirnoff

The world’s number one vodka

Smirnoff
Captain Morgan

Captain Morgan

A premium spirit made with the finest Caribbean rums

Captain Morgan
Crown Royal

Crown Royal

Expertly blended and patiently aged Canadian whisky

Crown Royal
Don Julio

Don Julio

The world’s first luxury tequila

Don Julio
Cirocs

Cirocs

The modern luxury vodka, made from fine French grapes

Cirocs
Buchanans

Buchanan's

A Scotch whisky brand built on a rich family history since 1884

Buchanans
Casamigos

Casamigos

Small batch, ultra-premium tequila made from the finest hand-selected 100% Blue Weber agaves

Casamigos
JB

J&B

The original result of blending 42 of the best whiskies produced by Scotland

JB
Ketel One

Ketel One

A truly exceptional super-premium vodka

Ketel One

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)
Heritage
Our history

Our business was built by pioneering entrepreneurs, including John and Alexander Walker, Elizabeth Cumming, Charles Tanqueray and Arthur Guinness.

Annual Report 2024

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