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Diageo Latin America and Caribbean

Diageo Latin America and Caribbean (LAC) is the region’s largest premium spirits business, with a vibrant local and international spirits portfolio.

9%

Diageo net sales generated in LAC*

£1bn

Sales in F18*

7%

Increase in sales in F18*

Our success is built on a rich Latin American heritage, and the reach of our brands. Our Scotch brands have been available in Latin America for many decades, and well-loved names such as Johnnie Walker, Old Parr and Buchanan’s account for two thirds of our business in the region.

Our business is sustained through innovation and we are constantly looking to create new experiences for our customers through local brands such as Ypioca cachaça in Brazil and Don Julio tequila in Mexico. We’ve also worked to broaden our portfolio beyond scotch, innovating with culturally relevant local variants of brands like Smirnoff.

At the same time we want people to enjoy alcohol as part of a balanced lifestyle, and we invest in programmes that help change behaviour and reduce harm. These include our Model Cities initiative in Mexico, local partnerships with retailers and transport services in the Caribbean and our global responsible drinking tool, DRINKiQ.

We are also proud of our work across the region to support and empower sustainable communities and to reduce our environmental impact. Our range of initiatives focus on areas such as recycling, water stewardship and skills and education.

* Source: Diageo Annual Report 2018.

Our brands

Our range of local and international spirit brands span all categories and price points, with our diverse Scotch portfolio leading the way.

Local stars

We have local brands in market from tequila and cachaça to rum that enable us to diversify across categories and price points, according to local preferences.