Diageo Europe

In Europe, we want to continue to optimise our route to market, while achieving growth by capitalising on the opportunities for premiumisation within beer and international spirits.

Overview

11 %

reported volume movement

+ 10000

employees

Our locations and markets

Across our Europe business, we have brought our consumer marketing programmes closer to our consumers and customers. This means listening to more people more closely, and applying the rich insights we gain to key business decisions.

Our European business comprises twelve markets. All of these markets operate with end-to-end accountability.

Great Britain
Ireland
France
Iberia
Italy
DACH – Germany, Austria and Switzerland
Poland
Greece
Eastern Europe
Benelux and Nordics
Türkiye
Middle East and North Africa (MENA)

Find out how we build brands

Spend your days working in some of Europe's most vibrant locations. You'll help build iconic brands that are sold in more than 180 countries across the world.

You'll innovate and push boundaries as you help shape the future of our much-loved brands.

With headquarters in London and offices across Europe, we sell our brands in more than 30 cities and 23 countries across the continent.

ESG

Spirit of Progress

We have a 10-year action plan, which we call Spirit of Progress. It sets out 25 goals that will help us create a more inclusive and sustainable world. Each of our regions has a role to play in helping us achieve them, because by working together, we can make an even more positive impact.

Performance

Button

42%

percentage of female employees

112,910

young people reached through our underage drinking awareness programme (SMASHED) in F23

Route to consumer

In Great Britain, we sell and market our products through Diageo GB (spirits, beer and ready to drink) and Justerini & Brooks Fine Wines (wines private clients and spirits). Products are distributed through independent wholesalers, direct to retailers and consumers as well as through major and independent brewers and retail groups. In the Republic of Ireland and Northern Ireland, we sell and distribute directly to the on-trade and the off-trade as well as wholesalers.

In France, Iberia, Italy, Poland, DACH (Germany, Austria and Switzerland), Benelux & Nordics and Greece, we operate spirits through own in-market companies and beer mostly through distributors. In Eastern Europe we operate a pure distributor model for both spirits and beer. In Türkiye, we sell our products via Mey İçki, our wholly owned subsidiary and its distribution network. In the Middle East & North Africa we sell and market our products through a network of distributors managed by our subsidiary Diageo MENA Holdings based out of Dubai in the UAE.

Latest

stories

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Discovering our Scotland Brand Homes

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Diageo publishes Gender Pay Gap Report for Great Britain and Scotland

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A Diageo St Patrick’s Day weekend: from Dublin to New York

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Learning for Life graduates bring Burns Night to Westminster

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Behind the science of Distilled