Diageo Europe

Diageo Europe is the leading premium drinks business in Europe and one of the continent’s best-performing consumer goods companies.

A European powerhouse

Our operations have a positive impact that stretches across the European economy. We are the leading exporter of alcoholic beverages, crafted, distilled, and brewed in more than 30 distilleries, breweries, and production facilities in Britain, Ireland and Italy.

We export 27 million cases of spirits, 3.1 million cases of cream liqueur, and 1.8 million hectolitres of beer products to more than We export 27 million cases of spirits, 3.1 million cases of cream liqueur, and 1.8 million hectolitres of beer products to more than 150 countries outside Europe every year. outside Europe every year.

Every year we purchase more than £3 billion in goods and services from European companies, including more than 500,000 tonnes of grain to make some of Europe’s finest whiskies, vodkas, gins, and beers.

We have invested nearly £900 million over the last three years in developing the most advanced distilleries and brewery facilities in the world, using the latest European technology. This investment in Europe accounts for half our global capital expenditure.

We are an integral part of the hospitality sector in Europe. Each month we work directly with 100,000 bars, restaurants, shops, and supermarkets to help them grow and develop their businesses.

Our people in Europe

People are at the heart of our business in Europe, and we are proud to have more than 10,000 talented people distilling, brewing, marketing, and selling our brands in more than 30 cities and 23 countries across the continent.

A great place to learn and grow

We are a vibrant and diverse company where everyone has the opportunity to develop their careers – at every stage of their working life.

Our wide range of professional development initiatives include an accelerated development programme for new joiners, our Spirited Women programme that promotes gender diversity and a year-long leadership performance programme for senior staff.

In 2016, Diageo was listed as a Great Place to Work® in Europe and placed 18th in LinkedIn’s list of the top 40 most sought-after global companies to work for.

A fairer deal for European consumers

The effects of drinking a standard serving of one alcoholic beverage or another are exactly the same because they contain the same amount, 10g, of alcohol. Yet, despite there being no scientific basis for treating one form of alcohol differently from another, governments across Europe apply a significantly higher tax rate to spirits than to beer and wine. For example, last year spirits accounted for 1 in 5 drinks consumed in Europe generated more than 2 in 5 euros in excise revenues. Moreover, many countries severely restrict the sale or advertising of spirits, compared to beer and wine.

This punitive discrimination against spirits not only means that European consumers are paying an unnecessary premium to enjoy much-loved brands such as Smirnoff and Johnnie Walker, it also sends a dangerous public health message that some forms of alcohol are ‘softer’ than others.

We believe that alcohol is alcohol and that all alcoholic categories should be taxed and regulated in the same way. This is fairer, reflects expert opinion and will help dispel potentially harmful myths about the effects of drinking spirits, beer or wine.