Diageo

Der global agierende Spirituosenkonzern entstand 1997 aus einem Zusammenschluss von Grand Metropolitan und Guinness. Im Jahre 2000 verkaufte Diageo diverse Marken aus dem Bereich Food, um sich mehr auf sein Kerngeschäft im Spirituosensektor zu fokussieren. Gleiches ist mit anderen Marken, die nicht zum Spirituosenportfolio gehören, über die Jahre geschehen, wie zum Beispiel der Weinsektor in Nordamerika, von dem sich Diageo im Jahr 2015 trennte.

Diageo hat seit seinem Bestehen einige bedeutende und sehr bekannte Marken aufgekauft und weiterentwickelt, dazu gehören Baileys, Captain Morgan, Johnnie Walker, Smirnoff und Tanqueray Gin. Insgesamt gehören etwa 200 Marken zum Portfolio des Spirituosen-Giganten. Neuester Coup ist der Kauf von Belsazar Vermouth, einem jungen deutschen Unternehmen zur Stärkung der Aperitif-Sparte des Konzern. Die wichtigsten Märkte sind Nordamerika und Europa, die einen Anteil an den Nettoverkäufen von 35 % bzw. 24% haben.

Diageo unterhält, neben zahlreichen Marketingaktionen im Bereich Verkauf, auch einige Marketingprojekte im Bereich Soziales. Dazu gehört ein Informations- und Präventionsprogramm zum Thema Alkohol, ein Projekt für sauberes Trinkwasser, Frauenförderung, Erwachsenenbildung und andere.

Malt Whisky Yearbook 2018 * Before and during the fiscal year 2015/2016, Diageo sold off all of the wines business in order to focus on spirits and beer in the future. This softened the results which showed a fall in net sales and only a minor increase in profits. The following year, on the other hand, ending 30th June 2017, the company was back on track. Net sales were up by 15% to £12.05bn while operating profits soared 35% to £3.56bn. Impressive figures but one has to keep in mind that weak pound throughout the year (due to Brexit) has played a large and positive role.
If we look at the regions, North America (35% of total Diageo sales) saw net sales increase by 3% with American whiskey as the biggest contributor with a sales rise of 12% while Scotch increased by 8%. Europe plus Russia and Turkey (23& of the sales) is the second biggest market where net sales were up by 5% with Johnnie Walker, Bailey, Captain Morgan and Tanqueray as the main source of pleasure. Finally, Asia Pacific (20% of the sales), showed a 3% increase, mainly driven by strong growth in Greater China but also Australia and South East Asia.
Diageo has divided their brands into three groups; Global Giants where 5 of 6 brand showed increased or flat net sales in 2016/17; Johnnie Walker (+6%), Smirnoff (-1%), Captain Morgan (+6%), Baileys (+5%), Tanqueray (+9%) and Guinness (+-0%). A lot of attention is given by the company to Johnnie Walker, the best-selling Scotch in the world. Last year it was decided to return to the classic slogan Keep Walking” and abandon the Joy Will Take Your Further” message that was introduced two years ago. Next level is Local Stars, a group which among others includes six Scotch whiskies; J&B (+-0%), Buchanans (+16%), Windsor (-12%), Old Parr (+5%) and Black % White (+16%). Scotch malts were up 2% and are included in a category with the rather disparaging name Reserve. Of the single malts, its top three sellers showed strong performances; The Singleton was up by 3% to 6 million bottles, Talisker had improved by 6% to 2.7 million and Cardhu impressed with a 16% increase to 2.6 million bottles.
Three years ago, Diageo sold off Bushmill's Irish whiskey, a deal which raised many eyebrows. Why exit a category which has increased considerably in the last decade? Admittedly, the deal included Diageo getting 100% control of the super-premium tequila brand Don Julio and tequila is also a segment in the spirits world that becomes more and more exciting. However, in spring 2017, Diageo declared that they were once again ready to have a go at Irish whiskey. A premium Irish blend by the name Roe & Co was released and while it currently is made by using sourced whiskey, the company will build a new distillery in The Liberties area in Dublin. St. James's Gate Distillery will be ready to produce in 2019.*

Gegründet: 1997
Webseite: www.diageo.com
Anschrift: Reeperbahn 1, DE 20359 Hamburg