Exhibiting at World Tea Expo 2025

Diageo plc is a global leader in beverage alcohol, headquartered in London, United Kingdom, with operations spanning more than 180 countries. Established in 1997 through the merger of Guinness plc and Grand Metropolitan plc, Diageo has become one of the world’s largest producers of premium spirits and beers, managing a portfolio of over 200 global and local brands.

Core Business and Offerings

Diageo’s business is centered on the production, marketing, and distribution of alcoholic beverages, including:

• Spirits:

  • Johnnie Walker (world’s #1 Scotch whisky)
  • Smirnoff (leading vodka brand globally)
  • Baileys (world’s best-selling cream liqueur)
  • Tanqueray (premium gin)
  • Captain Morgan (spiced rum)

• Beer:

  • Guinness (iconic Irish stout with over 250 years of heritage)
  • Harp Lager
  • Kilkenny Irish Cream Ale

• Ready-to-Drink (RTD):

  • Smirnoff Ice
  • Gordon's Gin & Tonic
  • Baileys Original Irish Cream in RTD format

These brands allow Diageo to serve a variety of consumers across the premium, super-premium, and value segments.

Specialization and USP

Diageo’s strength lies in its brand equity, global distribution, and product innovation. The company continuously evolves its portfolio to meet changing consumer preferences—especially in areas like low- and no-alcohol beverages, flavored spirits, and sustainability-led packaging innovations.

Key differentiators include:

• Unmatched global distribution network
• Deep marketing expertise, including iconic ad campaigns and sponsorships
• Commitment to sustainability, with initiatives to achieve net-zero carbon operations by 2030

Financials

As of fiscal year 2023 (ended June 30, 2023), Diageo reported:

• Revenue: £17.1 billion (approx. $21.6 billion)
• Operating Profit: £4.1 billion
• Net Sales Growth: +10.5% organic growth YoY
• Market Capitalization: Over £70 billion (as of 2023)

The company maintains a strong balance sheet and consistently returns value to shareholders through dividends and share repurchases.

Trade Activity and Global Shipments

Diageo operates more than 150 production sites globally, with significant export activity in North America, Europe, Asia-Pacific, Africa, and Latin America. Brands like Johnnie Walker and Guinness are exported to over 180 countries, making Diageo a top-tier exporter in the global spirits market.

• Johnnie Walker ships over 21 million 9-liter cases annually
• Guinness exports to 150+ countries
• Baileys is available in 160+ countries

Trade data confirms consistent high-volume international shipping across sea and air routes, with established logistics partners.

Target Market

Diageo targets a wide spectrum of consumers, including:

• Affluent and aspirational consumers (via premium brands like Johnnie Walker Blue Label, Don Julio 1942)
• Young adults and millennials (RTD beverages, flavored spirits)
• Health-conscious consumers (low-ABV and no-alcohol variants such as Guinness 0.0 and Seedlip)

The company also invests heavily in localized marketing for emerging markets such as India, Nigeria, and Brazil.

Capabilities and Operations

• Over 28,000 employees globally
• Manufacturing across 30+ countries
• Cutting-edge R&D centers focusing on flavor innovation and sustainable packaging
• Advanced data analytics capabilities for demand forecasting and consumer behavior tracking
• E-commerce enablement and digital sales growth strategy (notably through platforms like TheBar.com)

Certifications and Compliance

Diageo complies with international standards including:

• ISO 9001: Quality Management
• ISO 14001: Environmental Management
• LEED certifications for sustainable facilities
• UN Global Compact adherence
• Governance aligned with the UK Corporate Governance Code

Their “Society 2030: Spirit of Progress” ESG plan outlines ambitious goals including:

• Achieving net-zero carbon across direct operations by 2030
• Ensuring 100% recyclable, reusable, or compostable packaging by 2030
• Increasing female representation in leadership to 45%

Testimonials and Public Reception

Diageo’s brands regularly top industry rankings for consumer preference, brand strength, and trust:

• Johnnie Walker: Ranked #1 Scotch globally by volume
• Guinness: Rated among top beer brands for taste and heritage
• Smirnoff: Holds top global vodka brand status for over a decade

Consumer feedback emphasizes quality, consistent taste, and heritage value. Industry awards regularly recognize Diageo for innovation, sustainability, and brand excellence.

Achievements and Recognition

• Ranked #1 in the Beverage Industry Environmental Sustainability Index (2023)
• Included in FTSE 100 Index and Dow Jones Sustainability Index
• Winner of numerous awards, including:
  • IWSC Distiller of the Year (multiple times)
  • PRWeek Global Award for Brand Campaigns
  • “Top Employer” recognitions in multiple countries
• Guinness Open Gate Brewery in Baltimore named one of the most sustainable beer facilities in North America

With over two decades of leadership in beverage alcohol, Diageo continues to shape the future of responsible drinking, innovation, and global brand stewardship.