Our history

Diageo was founded in 1997, but our brands date back far earlier – some as far back as the 17th century.

Travel through

our history

While we honour the past, we are passionate about nurturing categories old and new, and building authentically crafted, culturally relevant brands.

To develop and grow a brand requires creativity, belief and determination.

1627

The story begins

The first record of the Haig family — the oldest family of Scotch whisky distillers.

1759

Arthur Guinness’ 9,000-year lease

Arthur Guinness signs a 9,000-year lease on a disused property at St. James’s Gate, Dublin, and starts to brew ale.

1820

John Walker’s genius for Whisky

John Walker opens a grocery business in Kilmarnock, Scotland, and starts blending whiskies — with great success.

1830

Charles Tanqueray opens for business

Charles Tanqueray begins distilling in the Bloomsbury district of London.

1864

Pyotr Smirnoff’s pioneering process

Pyotr Smirnoff opens a distillery in Russia and begins making vodka using a revolutionary charcoal filtering process. Later Vladimir Smirnoff fled from Russia during the Revolution and re-established the brand in Europe in the early 1920s.

1939

A royal celebration

Crown Royal is created to celebrate the historic visit of King George VI and Queen Elizabeth to Canada.

1974

Baileys makes a splash

Baileys Original Irish Cream Liqueur launches, widely regarded as the industry’s most successful new product launch ever.

1997

A new company is born

Diageo is formed through the merger of Grand Metropolitan and Guinness.

2000

Diageo consolidates its operations

Diageo sells food assets—including Burger King and Pillsbury—to focus on premium drinks.

2001

The Captain comes aboard

Diageo acquires some of the Seagram spirits and wine business, which includes brands such as Captain Morgan and Crown Royal.

2008

Diageo launches DRINKiQ

Diageo launches DRINKiQ to help consumers make more informed choices about drinking, including the decision not to drink.

2013

Diageo acquires stake in United Spirits Limited

Diageo completes the first stage acquisition of United Spirits Limited, becoming the major shareholder in India’s leading spirits company.

2013

Diageo partners on innovation

Diageo partners with Distill Ventures, an accelerator programme that offers alcohol entrepreneurs a route to cash investment, mentoring and access to expertise and funding.

2015

Diageo acquires Don Julio

Diageo acquires full global ownership and control of Tequila Don Julio, strengthening our position in the growing super premium and above tequila segments globally.

2017

Diageo acquires fastest growing Tequila

Diageo acquires Casamigos, the fastest growing super premium tequila in the US. Founded by Rande Gerber, George Clooney and Mike Meldma, Casamigos is made “by friends for friends.”

2019

Diageo adds two new brands to its portfolio

Diageo increases its stake in Chinese baijiu company Sichuan Shuijingfang to almost 70% and buys a majority stake in Seedlip, the world’s first distilled non-alcoholic spirit.

2020

Diageo launches Spirit of Progress

This is our 10-year ESG action plan to help create a more inclusive and sustainable world. We are committed to promoting a positive role for alcohol, championing inclusion and diversity, preserving natural resources and making a positive contribution to the communities in which we live, work, source and sell.

2020

Diageo acquires Aviation Gin LLC and Davos Brands LLC

Diageo acquires Aviation Gin LLC and Davos Brands LLC (‘Davos Brands’), supporting our participation in the super premium gin segment in the United States.

2021

Diageo expands in Mexico

Diageo announces plans to invest $500m to expand manufacturing in Mexico for the tequila category.

2021

Diageo acquires Chase Distillery

Diageo acquires Chase Distillery, bringing the award-winning Chase Original Potato Vodka and seven premium plus gins, including Chase GB Gin, Pink Grapefruit & Pomelo Gin and Rhubarb & Bramley Apple Gin into the Diageo portfolio.

2021

Diageo breaks ground on its first carbon neutral distilleries

Diageo announces that its new Kentucky whiskey distillery, which will distill Bulleit, is expected to be carbon neutral – one of the largest in North America, and a first for Diageo, the site will be powered by 100% renewable electricity, with a capacity to produce up to 10 million proof gallons per year.

Learn more about Bulleit's carbon neutral distillery

Diageo breaks ground on the construction of a new US$75 million distillery to produce the group’s first China-origin, single malt whisky. The distillery in Yunnan Province will be carbon neutral when it opens.

2021

Johnnie Walker Princes Street raises the bar for visitor experiences

Johnnie Walker Princes Street opens in Edinburgh, leading the way for tourism in the capital. The venue is the centrepiece of Diageo’s £185 million investment in Scotch whisky tourism, following the opening of new experiences at the Glenkinchie, Clynelish and Cardhu distilleries.

2022

Diageo's new Global HQ opens in London

Diageo moves its global headquarters from Park Royal, NW10, to a new central London home, 16 Great Marlborough Street, W1.

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