Our business model

Creating value for all our stakeholders

Operational excellence runs through our business model. We deliver our strategic priorities through a business model that leverages global and local expertise, has the consumer at its heart and puts our responsibilities to our stakeholders front and centre.

01.

We Source

From smallholder farmers in Africa and Mexico, to

multinational companies, we work with our supplies to

procure high-quality raw materials and services, with sustainability in mind. Where it is right for our business, we grow and source locally.

02.

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 non-alcoholic option, an offering that suits convenience or improving the on-trade experience.

03.

We Make

We distil, brew and bottle our spirits and beer brands

through a globally co-ordinated supply operation, working

to the highest quality and manufacturing standards. We

prioritise using local production where it is right for our

business.

04.

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

05.

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.

06.

We Market To Consumers

We invest in world-class marketing to build brands that people connect with. Our Marketing Code guides everything we do, so we always do it responsibly.

07.

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.

Operational excellence runs through our business model

We deliver our strategic priorities through a business model that leverages global and local expertise, has the consumer at its heart and puts our responsibilities to our stakeholders front and centre.

Our People

Suppliers

Consumers

Government and regulators

Customers

Investors

Communities

Creating value

Our business model allows us to create value across three main areas:

Financial – for our investors
Human – for our people, suppliers, customers and consumers
Social – for our communities

Our strategy

We're a global leader in premium spirits, a segment that's growing and gaining share globally. With over 200 brands across attractive categories and price points, sold in more than 180 countries, we're well placed to capture growth and manage volatility.

Our strategy