Diageo (UK)


Selected Diageo advertising

Diageo is the world's foremost alcoholic drinks business, controlling several of the world's best known spirits including Smirnoff, Johnnie Walker, Captain Morgan Rum and Baileys liqueur, as well as Guinness stout and a small collection of wines. The group was formed in 1997 by 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. The group is especially strong in North America and Asia; weaker in Europe where it is outgunned by arch-rival Pernod-Ricard. There are also significant gaps in its non-spirits portfolio. Guinness is its only sizeable beer, and its presence in the global wine sector is modest at best. However it has an important strategic partnership with LVMH's Moet Hennessy division, in which it controls a large minority shareholding. 

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 17th Apr 2014: Diageo is making another attempt to take majority control of Indian drinks group United Spirits with a £1.1bn tender offer to buy out minority shareholders. Diageo already effectively controls the company through a 28% holding, but wants to build its stake to around 55%. Previous offers have failed to win over existing investors and also face legal challenges. The new offer is priced at around double Diageo's previous bids. India is the world's biggest whisky market, accounting for around half of global consumption. United is the single biggest player with a collection of sub-premium brands led led by McDowell's and Bagpiper.

Adbrands Weekly Update 10th Apr 2014: Footballer-slash-marketing phenomenon David Beckham and his business manager (and Pop Idol creator) Simon Fuller are lending their talents to the launch of Haig Club, a new super-premium whisky variant for Diageo. "I'm proud to be working at the heart of a homegrown brand which has built an incredible heritage over 400 years," said Beckham. It follows in the wake of similar celebrity tie-ups by Diageo, of which the most successful has been with Sean "Diddy" Combs for Ciroc vodka. Beckham's endorsement profile has if anything ramped up since he retired from professional football, with a series of high profile partnerships with brands as diverse as H&M and Jaguar cars. 

Adbrands Weekly Update 20th Mar 2014: Johnnie Walker held firm as the world's most valuable spirits brand in 2013, according to the latest ranking from Impact Databank. Total retail value was almost $6bn, getting on for twice the value of its Diageo stablemate Smirnoff, ranked #2 at $2.5bn. LVMH-controlled Hennessey was 3rd at $3bn. Diageo has a stake in that brand as well through its minority holding in Moet Hennessey, and the British group had four other "billionaire brands": Captain Morgan, Crown Royal, Baileys and Turkish liqueur Yeni. Rival Pernod-Ricard had four of the 22 global billionaire brands: Absolut, Chivas Regal, Ballantine's and Royal Stag. 

Adbrands Weekly Update 9th Feb 2014: Ads of the Week "The Reader". OK, hankies at the ready now for a wonderful two-minute film from acclaimed South African agency King James for Diageo's Bell's whisky, which not only promotes that brand but also doubles as a stirring PSA on behalf of adult literacy. Mind you don't get your keyboard too wet when the ad reaches its heart-stirring emotional climax!

Adbrands Weekly Update 21st Nov 2013: Ads of the Week "The Nutcracker". BBH London delivered a lavishly mounted version of the key scene from the Nutcracker ballet, transplanted to some ballet dancers' bar-room hangout where everyone drinks Bailey's. It's beautifully executed, with choreography by Black Swan's Benjamin Millepied, and a new ending. Clara saves the Nutcracker from the Mouse King - this time her slipper still has her foot in it - but she's clearly more interested in spending the night with her girlfriends. Oh well - you know what they say about ballet dancers....

Which agencies handle advertising for Diageo? Find out more from the Adbrands Account Assignments database

Who are the competitors of Diageo? See also Alcoholic Beverages Sector index

Latest news about Diageo? Click here for recent headlines from Adbrands Weekly Update

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Diageo website

Captain Morgan's Rum J&B Scotch Whisky
Gordonís Bundaberg Rum
Bailey's Irish Cream Crown Royal
Tanqueray Gin Archers
Windsor Royal Blossom Hill
Tessera Vineyards Seagram's 7 Crown
Sterling Vineyards Seagram's VO
Baron Philippe Red Stripe

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