BRAND ARCHITECTURE OF DIAGEO

ADARSH AJANTHA SAMAN

PGP 030/02
DAY(LATIN) WORLD(GREEK)

CELEBRATING LIFE EVERYDAY, EVERYWHERE

OVERVIEW

Net Sales of 12,050m and Total Volume Sales of EU242.2m

#1 Spirits Company in USA

#1 International Spirits Company in Asia Pacific and Latin America

The largest premium drinks company in Europe

A leading beer company in Africa

KEY HIGHLIGHTS

200+ Brands

30,400 Employees

143 Production Sites

180 Countries
GLOBAL GIANTS

Internationally renowned brands built over hundreds of years

Acts as the foundation and the inspiration od Diageo

Represents to 41% of net sales

 LOCAL STARS

Can be individual to any one market, and

provide a platform for Diageos business to
grow

Reflect the trends, tastes and experiences of

people around the world

Represents 20% of net sales

RESERVES

Exceptional spirit brands at above

premium price points to capture
global luxury opportunity

Steeped in heritage, craftsmanship

and authenticity, and each has its
own story to tell

Innovative production, inspiring

design and once-in-a-lifetime
experiences

Represents 16% of net sales

 BRAND ARCHITECTURE

SCOTCH OTHER VODKA RUM LIQUEUR TEQUILA GIN LOCAL BEER

WHISKEY WHISKEY SPIRITS

ULTRA BLUE LABEL CROWN CIROC ANNIVERSARY GOLD DON TANQUERAY SHUI JING
PREMIUM ROYAL XR LABEL JULIO NO 10 FANG
RESERVE 1942
SUPER THE CROWN KETEL ONE ZACAPA DON KILKENNY
PREMIUM SINGLETON ROYAL JULIO

PREMIUM BLACK ROE & CO SMIRNOFF CAPTAIN SHERIDANS DE LEON TANQUERAY YENI RAKI GUINNESS
LABEL ICED CAKE MORGAN
PRIVATE STOCK
STANDARD J&B SEVEN SMIRNOFF CAPTAIN BAILEYS GORDONS YPIOCA LION
CROWN MORGAN
BLACK SPICED
VALUE VAT 69 ROWSONS POPOV MONEDA DE EMMCTS GILBEYS VODKA SENATOR
RESERVE ORO HANOI
CATEGORY REVIEW

Category % of Net Sales

Scotch 25%
Vodka 12%
North American Whiskey 11%
Rum 7%
IMF Liquor 5%
Liqueurs 5%
Gin 3%
Tequila 2%
Beer 16%
Ready to drink 6%
Contd

THINGS WORKING IN DIAGEOS FAVOUR

Strong brand portfolio
Acyclic behavior of consumers
Mergers and Acquisition Strategy
Emerging markets
Local stars

THINGS NOT WORKING IN DIAGEOS FAVOUR

Weak hold in Tequila portfolio
Acquired De Leon in 2014
Acquired Don Julio by swapping Bushmills in 2015
Acquired Casmigos in 2017
Competition among brands in the same segments
THANK YOU