Diageo plc – Company Overview and Analysis, 2023 Update

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Diageo Company Overview

Diageo plc (Diageo) is a UK-based producer, primarily selling alcoholic beverages and non-alcoholic beverages. It also has a small presence in the food industry. Its product portfolio includes vodka, Indian-made foreign liquor (IMFL), whiskey, rum, ready-to-drink (RTD) alcoholic beverages, liqueur, wine, gin, and tequila. The company markets products under Johnnie Walker, Guinness, Baileys, Smirnoff, Tanqueray, Captain Morgan, McDowell’s No.1, and CIROC brands, among others. The company has a widespread geographical footprint with its operations spread across 180 countries.

The “Diageo – Company Overview and Analysis, 2023 Update” report is based on market analysis and brand diversification by industry and geography. The report will help in understanding the challenges and opportunities for the company to tap into what is impacting the industry. It also gives access to valuable strategic take-outs to help direct future decision-making and inform new product development.

Key Sectors ·        Alcoholic Beverages

·        Food

·        Non-alcoholic Beverages

Key Regions ·        Africa

·        North America

·        Asia

·        West Europe

·        Middle East and North Africa

·        Australasia

·        Latin America

·        East Europe

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Diageo Company Analysis by Sectors

The major sectors in which Diageo deals are alcoholic beverages, food, and non-alcoholic beverages. The alcoholic beverages sector was the highest revenue-generating sector for Diageo in 2022. This can be attributed to the continued recovery of the on-trade channel, following the lifting of COVID-19 restrictions. The rising demand for premium alcohol also aided the alcoholic beverages industry in retaining the largest value share.

Diageo Company Analysis by Sectors, 2022 (%)

Diageo Company Analysis by Sectors, 2022 (%)

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Diageo Company Analysis by Regions

Diageo is concentrated across Asia, North America, West Europe, the Middle East and North Africa, Australasia, Africa, Latin America, and East Europe. Africa was the largest revenue-generating region in 2022. Kenya was the top market for the company accounting for more than 25% of sales during the year. This growth was supported by robust gains in its beer and spirits business, increased marketing investment, and price increases. The strong recovery of the on-trade channel, especially in Kenya, also contributed to overall sales growth.

West Europe was the second-largest market, followed by Asia and North America. Sales of alcoholic beverages is set to grow the fastest in Asia in the coming years.

 Asia is expected to present ample growth opportunities for Diageo. The demand for alcoholic beverages in Asia is set to rise, spurred by factors such as higher consumer purchasing power. In addition, the rising demand for premium alcohol and the growing number of female drinkers will also propel the market growth.

Diageo Company Analysis by Regions, 2022 (%)

Diageo Company Analysis by Regions, 2022 (%)

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Diageo - Top Themes

The major themes in which Diageo is investing are digitalization, ESG, blockchain, M&A deals, and sensory & indulgence.

Sensory & Indulgence: In March 2022, Diageo expanded its non-alcoholic beverage portfolio in India. It launched two new carbonated mixers—Johnnie Walker Refreshing Mixer and Black & White Ginger Ale. The company intends to tap the growing popularity of refreshing mixed drinks infused with natural flavors.

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• Diageo has major presence in Africa_x000D_

• Sales of alcoholic beverages are set to grow the fastest in Asia_x000D_

• Diageo to focus on ready-to drink (RTD) portfolio to tap growth in North America region_x000D_

• Diageo capitalized on premiumization trend to boost sales

Key Highlights

  • Diageo has a major presence in Africa.
  • Sales of alcoholic beverages are set to grow the fastest in Asia.
  • Diageo to focus on a ready-to-drink (RTD) portfolio to tap growth in the North American region.
  • Diageo capitalized on the premiumization trend to boost sales.

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  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Diageo plc

Table of Contents

Company snapshot

Company overview

Sales by region and sector

Industry forecast overview by sector and region

Sales performance outlook

News and deals

Recruitment trends

Price dynamics

Social media trends

Key themes


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