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.
A regional powerhouse
We are an important employer and manufacturer in Latin America. We have invested heavily in our people, our brands, facilities and communities to ensure we play a positive role in the development of economies in the region. We employ just under 2,500 people in the region and have local production in Venezuela, Guatemala, Costa Rica and Brazil.
Since the acquisition of Don Julio tequila in 2014 we have invested over $400 million in our Mexican business, supporting not only the growth and development of the tequila category and our brand, but also providing local employment and improving skills in our facilities.
In 2012 we acquired Ypioca cachaça in Brazil. Since then we have invested over $500 million in the cachaça business, including the modernisation of facilities, growing skills and employment in the Ceara region and supporting environmental and social initiatives.
We have implemented consumer campaigns such as LACRA and Colombia Adultera in Colombia, mira bien, ciudado con lo que tomas in Peru and Join the Pact in Mexico. The former campaigns drive awareness of the risks associated with illicit alcohol consumption and provide tips to help identify illicit alcohol. While Join the Pact is a global anti drink driving pledge programme.
We pride ourselves on our commitment to developing and investing in our people by creating the best opportunities for them to learn and grow.
A great place to work
We celebrate diversity and are committed to creating an inclusive, collaborative culture that reflects our company’s purpose to celebrate life, every day, everywhere. This includes diversity days and training programmes to raise awareness around issues such as unconscious bias as well as a range of benefits – from extended maternity leave and paternity leave to policies on flexible working arrangements.
We are also proud that Diageo has been listed as a top 20 Great Place to Work® in Latin America for the last several years. This is a testament to our talented and inspirational employees and their commitment to drive our company forward.
Tackling the illicit trade in alcohol
The illicit trade in alcohol is a major public health issue across Latin America. In many countries illicit alcohol accounts for more than 20% of the total alcohol market, a figure that rises to more than 25% in the Dominican Republic, Mexico, Brazil and Colombia. Illicit alcohol can have significant health costs, including death, as well as decreasing tax revenues and reducing the ability of the legitimate alcohol sector to grow, invest and employ in local markets.
High taxes, weak tax structures and market access barriers can incentivise the illicit market by pricing many consumers out of the legitimate alcohol market. We are working with governments in the region to build awareness of the dangers of illicit consumption and encouraging authorities to adopt international best practice that builds balanced tax and regulatory environments. For example, in Colombia we have worked with the government to implement an anti‑contraband law. Since the law was introduced in 2015, contraband levels have reduced significantly – from 70% to 50%.
We will continue to work in this wayto protect consumers and economies across Latin America.