Diageo is the leading spirits player in the global alcoholic drinks market, with an impressive portfolio of well-known brands, including Johnnie Walker, Smirnoff, Baileys and Captain Morgan. In value terms, Diageo leads both the whiskies and white spirits categories globally, and is also the leading stout player, thanks to the Guinness brand, which accounts for more than half of sales in this category in a number of country markets.
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Overview:
Euromonitor International's report on Diageo Plc delivers a detailed strategic analysis of the company's business, examining its performance in the Alcoholic Drinks market and the global economy. Company and market share data provide a detailed look at the financial position of Diageo Plc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Diageo Plc.
This report examines:
- Company share by region and sector
- Brand portfolio
- New product developments
- Marketing and distribution strategies
A detailed SWPT analysis of Diageo Plc provides strategic intelligence on:
- Strengths and weaknesses
- Category and country opportunities for growth
- Challenges and threats from current competition and future prospects
- Global and regional market positions
Research you can trust:
Euromonitor International's company profile reports are written by our Alcoholic Drinks research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.
Executive summary
Top companies at a glance
Diageo’s global footprint
India leads in volume terms and the US in value terms
Market momentum driving sales growth at Diageo
Diageo pursuing a premiumisation strategy
Johnnie Walker Blue Label Ultra in “world’s lightest whisky glass bottle”
Tequila in the US and other whiskies in India will be major generators of new revenue
Little change expected among the leading players
Johnnie Walker Vault to develop luxury blends
Diageo adds Ritual Zero Proof to its non-alcoholic drinks portfolio
Difficult times for the major players in the alcoholic drinks industry
Diageo’s major competitor overlap is with other spirits players
Emerging markets more important in volume terms, developed markets in value terms
Key categories and markets
Key brands
AI-driven analysis identifies trends shaping consumer behaviour in 2025
Captain Morgan Muck Pit brand extension to offer drinkers a tropical taste
Diageo Luxury Group unites Diageo’s global luxury spirits and experiences
Asia Pacific the biggest regional market for Diageo in whiskies
Diageo’s Canadian whisky popular in North America
Tequila in the US to add a lot of new value in 2024-2027
Strong growth in Middle East and Africa
Vodka leads in most of Diageo’s top 10 markets
Western Europe is the biggest regional market for Guinness
Diageo investing to boost Guinness 0.0 capacity
Middle East and Africa is Diageo’s biggest spirit-based RTDs regional market
Malt-based spirits dominate sales in the US
Key findings
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)
Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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