Diageo (UK)

Diageo is the world's foremost alcoholic drinks business, formed in 1997 through the merger of Grand Metropolitan and Guinness. It has streamlined its operations considerably since then, selling off food brands Pillsbury and Burger King, while also adding the choicest brands from the former Seagram portfolio. Diageo now manages an extensive liquor cabinet which houses several of the world's best known spirits brands including Smirnoff, Johnnie Walker, Captain Morgan Rum and Baileys liqueur, as well as Guinness stout. Advertising Age estimated global measured advertising expenditure of $375m in 2007, making Diageo the world's #91 advertiser. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Competitors: see also Alcoholic Beverages Sector index for other brands and companies

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Diageo website

Smirnoff	J&B Scotch Whisky
Guinness	Gordon’s
Johnnie Walker	Crown Royal
Captain Morgan's Rum	Archers
Windsor Royal	Blossom Hill
Tessera Vineyards	Seagram's 7 Crown
Sterling Vineyards	Seagram's VO
Barton & Guestier	Bailey's Irish Cream
Bundaberg Rum	Tanqueray Gin
Baron Philippe	Red Stripe
Jose Cuervo Tequila	Jose de Souza

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