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About our business

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. Our great range of brands and geographic spread mean that people around the world can celebrate with our products on every occasion. This is why 'celebrating life every day, everywhere' is at the core of what we do.

North America North America
  • Net sales (£m) – 3,324
  • Marketing (£m) – (502)
  • Operating profit (£m) – 1,232
  • Community investment (£m) – 3.3
  • Employees – 3,970
Europe Europe
  • Net sales (£m) – 2,614
  • Marketing (£m) – (390)
  • Operating profit (£m) – 621
  • Community investment (£m) – 13.7
  • Employees – 7,927
Latin America Latin America
& Caribbean
  • Net sales (£m) – 1,025
  • Marketing (£m) – (181)
  • Operating profit (£m) – 314
  • Community investment (£m) – 3.1
  • Employees – 1,885
Africa Africa
  • Net sales (£m) – 1,341
  • Marketing (£m) – (142)
  • Operating profit (£m) – 320
  • Community investment (£m) – 2.6
  • Employees – 4,260
Asia Pacific Asia Pacific
  • Net sales (£m) – 1,181
  • Marketing (£m) – (278)
  • Operating profit (£m) – 158
  • Community investment (£m) – 5.2
  • Employees – 2,756
Global Travel & Middle East Global Travel
& Middle East
  • Net sales (£m) - 381
  • Marketing (£m) – (45)
  • Operating profit (£m) – 164
  • Community investment (£m) – 5.2
  • Employees – 2,756

Group numbers

F11 F10Growth
Volume (millions of equivalent units) 147.5 143.0 3%
Net sales1 (£m) 9,936 9,780 2%
Marketing spend (£m) 1,538 1,419 8%
Community investment (£m) 28 25 12%
Operating profit2 (£m) 2,595 2,574 1%
Employees3 23,786 23,287 2%

1. Includes £70m from Corporate in addition to regional figures above

2. After exceptional items. Includes a £172m loss from Corporate, Global Supply costs of £35m and International hub costs of £7m in addition to regional figures above

3. Average number on a full-time basis

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Our business – key facts

  • We trade in approximately 180 markets.
  • We employ over 23,000 people around the world.
  • Our largest single region is North America, accounting for 33% of total net sales while emerging markets* account for 34%.
  • We produce our brands in 43 distilleries, 16 breweries, 13 wineries, 19 packaging and blending operations, 9 warehouses and 8 other sites.
  • Diageo is listed on both the London Stock Exchange (as DGE) and the New York Stock Exchange (as DEO).
  • At the heart of everything we do are our values.

Find out more about our company.

* Include Russia & Eastern Europe; Turkey; Africa; Latin America & Caribbean; Middle East & North Africa; Asia Pacific (excl Australia, Japan, Korea)

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Our brands

Many of our brands have been around for generations, while some have been developed more recently to meet new consumer tastes and experiences. We classify 14 brands as global strategic brands as they are the main focus of our business. Listed below, these brands made up 78% of marketing spend and 66% of net sales this year:

  • Whisky: Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's, Bushmills whiskies
  • Vodka: Smirnoff, Cîroc, Ketel One
  • Liqueur: Baileys
  • Rum: Captain Morgan
  • Tequila: José Cuervo
  • Gin: Tanqueray
  • Beer: Guinness.

Find out more about our brands.

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Our history

Diageo is still a relatively young company – we have only existed in our current form since 1997 – but our brands and our business have a rich heritage. Many of our historic brands, such as Guinness and Johnnie Walker, were built on the same principles of sustainability that we hold today.

Our earliest ancestor company, formed in 1749, is Justerini & Brooks – wine merchants and blenders of the famous J&B whisky range. Ten years after that, in 1759, Arthur Guinness signed the lease on the now world-famous St James's Gate brewery in Dublin, going on to create an iconic global brand. The Guinness family started the company with a vision and commitment to improve the lives of employees and the communities in which they lived.

Many of our distilleries were also established in the late eighteenth century. Through the nineteenth and twentieth centuries our range of brands and our business continued to innovate and expand under various parent companies. In 1997 Diageo was created through the merger of Grand Metropolitan PLC and Guinness PLC, creating a food and drinks conglomerate which included the world's greatest collection of premium drinks.

Find out more about our history.

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Our values

At the heart of everything we do are our company values. We stand by them as the set of behaviours that we expect all our people to embrace to further our ambitions for our business, our people and our communities.

Our values are:

  • We're passionate about customers and consumers – our curiosity and customer and consumer insights drive growth. We care for our brands. We're courageous in pursuing their full potential. We're innovative, constantly searching for new ideas that drive growth and spinning them across our business.
  • We give ourselves and each other the freedom to succeed because this fosters an entrepreneurial spirit. We trust each other, we're open and challenging. We always behave as a team – when we're together and when we're apart.
  • We're proud of what we do – we act sensitively with the highest standards of integrity and social responsibility. We enjoy and benefit from diversity.
  • We will strive to be the best – we are restless, always learning, always improving. We constantly set high standards and then try hard to exceed them. We deliver results, win where we compete and celebrate our success.
  • We value each other – we seek and benefit from diverse people and perspectives. We strive to create mutually fulfilling relationships and partnerships.

To demonstrate how serious we are about our values we carry out an annual employee values survey. We ask every one of our people how they believe we are demonstrating our values – as an organisation, as leaders and as teams.

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