Diageo Mexico

Diageo is the leading premium spirits company in Mexico and employs around 1,300 people who work in the local sites and offices.

-1%

Net sales in Mexico H1 F21*

+10%

Growth in tequila category*

+9%

Growth in vodka category*

2 Production sites

Atotonilco, Jalisco

2 offices

Mexico City and Guadalajara

Mexico is a strategic market for our company. The latest expansion of our production site in Atotonilco El Alto, Jalisco (“Charcón”) increased our bottling capacity, created long-term value by securing the efficient use of natural resources to reduce environmental impact, and increased our end-to-end supply chain capacities to expand our manufacturing and distribution footprint in the country, especially for our tequila, vodka and rum brands including Don Julio, Casamigos. Smirnoff, and Captain Morgan.

Mexico is home of the iconic Tequila Don Julio, which is produced at La Primavera site in the highlands of the state of Jalisco with the same quality and craftsmanship instilled by its founder Don Julio Gonzalez. In F20, tequila represented 5% of Diageo’s net sales globally and grew 25%. Tequila Don Julio is sold in over 40 countries and it has become a loved brand in Mexico.

We drive an efficient route to consumer through differentiated models. In Mexico our products are sold through a wide network of retailers, wholesalers, and resellers which make them available to shoppers in both the on and off premise outlets and channels.
At the same time, we work to ensure alcohol can be enjoyed as part of a balanced lifestyle and partner with authorities, universities and NGOs to promote a culture of responsible drinking. We are committed to encourage moderation and tackle misuse through different local and global initiatives, for people to 'drink better, not more'

We are also proud of our work to equip the communities in which we operate with the skills and resources to build a better future. Learning for Life (L4L) is our global training programme for hospitality and retail sector workers. In Mexico, since it was launched in 2011, we have positively impacted more than 63,000 people through our range of life-skills trainings. In 2020, we kicked off new online trainings on entrepreneurial skills for women from different locations in the country.

*Source: *2021 Interim Results, half year ended December 31, 2020 

Our brands

Our outstanding collection of brands includes Johnnie Walker, Buchanan’s, Smirnoff, Captain Morgan, Zacapa Rum, Baileys, Tanqueray, Tequila Don Julio and Pierde Almas mezcal.

Reserve

Reserve brands are key to our success in Mexico, delivering growth through memorable experiences, inspiring design, craft, and heritage.