The following is something that I previously prepared:
Diageo is the largest spirits, beer, and wine company in the world. It is a holding company, meaning it owns part, all, or a majority of many spirit, beer, and/or wine companies’ outstanding stock. It has a range of operations that include: producing, distilling, brewing, bottling, packaging, distributing, developing, and marketing a range of brands.[i] Diageo operates in over 180 markets around the world, with 32.5% of sales coming from Europe and 31% from the US.[ii]
Diageo divides the over 180 markets where it does business into 4 sectors: North America, Europe, Asia/Pacific, and International.
Diageo was formed in 1997 after Guinness and Grand Metropolitan merged. The merger was lead by executives at both companies to overcome flat sales. The product portfolios at each company were very complimentary with little overlap at the time of the merger. At this point Diageo was divided into four businesses, Pillsbury, Burger King, Guinness, and United Distillers & Vintners. By 2002, Pillsbury and Burger King had been sold in order for Diageo to focus on its spirits, wine, and beer businesses.
The history of Guinness is long. In 1759 Arthur Guinness signed a lease on brewery at St. James’ Gate, where Guinness is brewed until this day although Diageo plans to change that site. In its third generation of with the Guinness family, Guinness went public in 1886 as a London-Based firm. Over hundreds of years Guinness acquired many alcoholic beverage companies. GrandMet first went public in 1961 after its founder Maxwell Joseph had acquired many properties and hotels. In the 1970s GrandMet began diversifying with the purchase of food, restaurant, and alcoholic beverage companies among others.
Diageo produces and distributes a wide variety of premium branded alcoholic beverages. It divides its products amongst global priority brands, local premium brands, and category spirits, wine, and beer brands. Diageo’s spirits portfolio includes: Moët Hennessy, Crown Royal, Bushmills, Ketel One, among many others. Its beer portfolio includes: Harp Lager, Red Stripe, Kilkenny, Smithwick’s Ale and others. Diageo’s wine portfolio includes: Sterling Vineyard and Blossom Hill among many other wines. [iv]
Global priority brands: Guinness Stout, Jose Cuervo tequila, Captain Morgan rum, Johnny Walker scotch whiskies, Smirnoff vodka & ready-to-drink products, J&B scotch whiskey, Tanqueray gin, Bailey’s Original Irish Cream liqueur. Local priority brands are Crown Royal in North America, Buchanan’s in International, and Windsor in Asia/Pacific (all whiskies).
Company website is www.diageo.com.
