We’ve launched Distilled 2025 - our annual Consumer Trends Report.
Overview
Hosting over 290 million tourists each year, Southern Europe is a vibrant market that encompasses Spain, Portugal, France, Italy, and Greece—five countries that collectively boast a population of 195 million.
As the third-largest market in Europe and representing 17% of Diageo Europe's Net Sales Value (NSV), Southern Europe holds significant importance.
With a dedicated team of over 400 talented colleagues in five offices spread across these diverse countries, we unite to create brands that resonate deeply with consumers worldwide, driving passion and connection across the Southern Europe market.
The region's popularity combined with its incredible coastal hotspots offer immense opportunities for growth, particularly for our renowned Tequila brands like Casamigos and Don Julio.
Our brands
From Athens to Madeira, consumers can enjoy our range of over 90 high quality brands including J&B, Johnnie Walker, Baileys, Don Julio and Tanqueray, as well as the world-class brands within our Reserve collection.
J&B
Spain's no. 1 whisky since 1995
Johnnie Walker
Europe's no. 1 scotch
Tanqueray
One of Europe's top three super gins
Zacapa
Baileys
World's no. 1 cream liqueur
Don Julio
ESG
Spirit of Progress
‘Spirit of Progress’ is our ten-year action plan to help create a more inclusive and sustainable world. As part of this plan, we're committed to making a positive impact in Spain and Portugal. On the people, on the environment, and in the future.
Promote positive drinking
Responsible consumption is paramount to who we are and how we sell. We encourage people to enjoy alcohol safely, providing them with the information and tools they need to make more informed choices.
Our initiatives
We have various initiatives in place to help promote positive drinking:
- The Diageo Bar Academy provides professional bartenders with advice and training to help them to better understand the behaviours that underpin responsible drinking and to provide customers with better advice and service.
- We contribute to the 'Not a Single Drop' campaign, which raises awareness of the need to talk to minors about a zero tolerance approach to alcohol.
- Our campaigns 'Noc-Turnos' in Spain and 'A noite é de todos, beba com cabeça' in Portugal help educate people on the dangers of drink driving.
Our results
- We have trained over 10,600 bartenders through the Diageo Bar Academy.
- We have directly reached over 200,000 parents and 4,400 teachers.
- Our drink driving campaigns have educated more than 15,000 consumers on the dangers of drinking and driving.
Champion inclusion and diversity
We work to create shared value in the communities in which we operate. In particular, we focus on improving skills and employment opportunities.
Our initiatives
- Our Learning for Life programme transforms the lives of young people in Spain and Portugal by improving their employment opportunities through education and skills training.
- The programme offers participants first-class training delivered by experienced professionals and Diageo employees while contributing to the further professionalisation of the industry.
- Learning for Life provides maximum value by giving students the opportunity to complete an internship and gain employment with some of the region’s most prestigious bars and restaurants.
Our results
- Active in five cities across Spain and Portugal, Learning for Life has reached more 500 people, 70% of whom later went on to find work.
Investment and growth
We want to make sure our long-term legacy is a positive one. Creating employment opportunities throughout Spain and Portugal, and investing in reliable infrastructure that will serve communities for many years to come.
Supporting the economy
- Spain and Portugal represent 20.5% of total consumption in Europe, making Diageo Iberia a key market for growth.
- We are one of the 23 companies to endorse the Pact for Youth Employment, which aims to get more jobs for young people.
- Due to the region's greatest outlet density – which is the highest in the world – we reach 75% of the 330,000 bars and restaurants in Iberia.
Supporting people
We employ more than 400 talented people in Spain and Portugal. Our staff come from 14 different countries, with a large proportion working in sales and marketing. We are committed to building an environment where everyone has the support they need to challenge themselves and thrive.