Raising the bar

We Source

From smallholder farmers in Africa and Mexico, to multinational companies, we work with our suppliers to procure high-quality raw materials and services, with sustainability in mind. Where it is right for our business, we grow and source locally.

We Innovate

Using our deep understanding of consumer trends and socialising occasions, we focus on driving sustainable innovation that provides new products and experiences for consumers; be that a nonalcoholic option, an offering that suits convenience or improving the on-trade experience.

We Make

We distil, brew and bottle our spirits and beer brands through a globally coordinated supply operation, working to the highest quality and manufacturing standards. We prioritise using local production where it is right for our business.

We Transport

We move our products to where they need to be in the world, whether that’s from a local distillery in market or shipping scotch around the world

We Sell To Customers

We move our products to where they need to be in the world; be that from a local distillery in market or shipping scotch. We grow by working closely with our customers. Our global and local sales teams use our data, digital tools and insights to extend our sales reach, improve our execution and help generate value for us and for our customers. When our customers grow, we grow too.

We Market To Consumers

We invest in world-class marketing to build vibrant brands that resonate with our consumers. To do this responsibly, we have our rigorous Diageo Marketing Code which guides everything we do.

We Help Consumers Celebrate

We continually evolve our data tools to understand consumers’ attitudes and motivations. We convert this information into insights which enable us to respond with agility to our consumers’ interests and preferences.