We’ve launched Distilled 2025 - our annual Consumer Trends Report.
Growth ambition
Celebrating life every day, everywhere
To create one of 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
- Premiumisation
- Recruitment
- New occasions
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 and doing business the right way from grain to glass
Achieve quality TBA share of 6% by 2030
Unlocking possibilities with purpose and ambition
Our strategy is the guiding force that aligns our actions with our purpose of celebrating life, every day, everywhere and to create one of the best performing, most trusted and respected, consumer products company in the world.
By enhancing the performance of our brands, particularly in scotch, tequila and Guinness, we’ll continue responding to and guiding the changing preferences of consumers across the globe, all while elevating our operational standards to secure larger, higher quality market share.
Our Strategic Pillars
The following three pillars are the foundation of our strategic framework, guiding our direction and growth. They help us to concentrate our efforts on key areas, maintain alignment throughout our business, and measure our ongoing progress.
Brands and portfolio
We’re continuously evaluating our impressive product portfolio, seeking new ways to grow our brands and pinpointing new geographic locations and markets to serve. We are currently a global leader in whisky and are driving the category forward in India with the introduction of Godawan, a locally crafted Indian single malt. We’re also a global leader in tequila and are expanding the global footprint of Guinness, including its fast-growing 0.0% offering.
Lead and shape consumer trends
In order to grow and succeed, we focus on understanding and responding to fast-evolving consumer trends in our industry. Leading and shaping consumer preferences, such as the growing demand for low- and no-alcohol beverages, allows us to innovate and add to our existing product offering to cater to a wide range of tastes and lifestyles around the world. Consumers are increasingly curious about the environmental impact of their buying habits – so through innovation and investing in new technologies and partnerships with start-up initiatives, we aim to meet the rising demand for drinks that not only deliver on quality and flavour - but also reflect ethical and sustainable values.
Operational excellence
Our commitment to operational excellence is grounded in our desire to deliver great performance across all aspects of our business. We strive constantly to improve the execution and effectiveness of our advertising and promotional activities, to maxmise return on investment. By embracing experiential marketing, we can continue to create immersive brand experiences that resonate with new and existing consumers to drive further engagement and brand loyalty. We focus on modernising and digitising our supply chain and creating efficient distribution and pricing strategies to continue to expand margin and reach across our ever growing our portfolio.
The ingredients for continued success
There are three enablers that will help us reach our goals.
Building a more digital Diageo
Whether it's empowering teams with enhanced data access or creating innovative solutions to connect consumers with our brands in unique and exciting ways, digital transformation is reshaping every aspect of our business. From partnering with key e-commerce players including retailers, marketplaces and e-grocers to using bots and intelligent automation to gain real-time insights that allow us to anticipate supply chain blockages, we’re committed to deploying digital for the benefit of our consumers, our customers and our business.
Diverse and engaged talent acting with speed and agility
Our culture is one of collaboration, inclusivity, diversity and learning. We support our employees in a myriad of ways, including ongoing training, attractive reward schemes, and benefits packages. We want them to feel valued and empowered throughout their career with us. As a result, our agile and talented global workforce is deeply committed to our shared purpose and ambition, allowing us to evolve as a business and quickly respond to emerging opportunities.
Spirit of Progress making our business better
Spirit of Progress is our worldwide initiative dedicated to fostering a more inclusive and sustainable world. The mission has three core goals: advocating responsible drinking, championing diversity and inclusivity, and developing ‘grain-to-glass’ sustainability. We’re helping to build a better world while simultaneously strengthening our business and brand loyalty by meeting evolving consumer values and expectations.
