Diageo: Products and Projects

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A Corporate Profile

By Corporate Watch UK
Completed May 2005


Products and Projects



Diageo manages 17 of the world’s top 100 premium spirits brands. Recently it has dropped non-alcohol products, selling Pillsbury, a large US firm producing baked foods and snacks, to General Mills in 2001, and selling Burger King, the fast food giant, in 2002, which has allowed the company to escape the current outcry against fast food. Diageo has bought much of the spirits division of Seagram, previously a major spirits company, and other alcohol brands, entrenching its position as a leader in spirits. This reflects a shift to consolidation evident in the spirits sector in general.1

Diageo's key brands include:

Whisky: Bell’s (UK market leader)

Johnnie Walker (global market leader in Scotch whiskey), Johnnie Walker Pure Malt

J&B (European market leader in Scotch whiskey), J&B Rare

Black and White, Haig, Spey Royal, White Horse, VAT 69, Buchanan’s, Dimple, Old Parr, Windsor Premier, Seagram’s 7 Crown, Seagram’s VO, Crown Royal Canadian Whiskey;

Single Malt Scoth Whiskys: Cragganmore, Glenkinchie, Oban, Distillery Malts, Hidden Malts, Cardhu.

Vodka: Smirnoff (40% of global market share), Ciroc, Tanqueray Sterling Vodka.

Gin: Gordon’s (around 50% of UK market share), Tanqueray (US market leader in imported gin), Gilbey’s Gin.

Rum: Captain Morgan (UK market leader in dark rum), Cacique, Brandenburg, Pampero, Myer’s Rum.

Brandy: Bertrams VO Brandy.

Liquers: Bailey’s (UK market leader in liquer), Romana Sambuca, Safari.

Schnapps: Archers, Rumple Minze, Goldschlager, Black Haus.

Tequila: Jose Cuervo (global market leader in Tequila), Don Julio.


Ready-to-Drinks (alcopops): Smirnoff Ice (UK alcopop market leader, sharing 50% of market together with Bacardi Breezer), Smirnoff Black Ice, Archer’s Aqua, Bailey's Glide, Ruski, UDL

Beer: Guinness (global stout market leader), Harp, Kilkenny, Tusker, Smithwicks, Red Stripe

Wine: Sterling Vineyards, Piat d’Or, Periquita Wines, Justerini & Brooks Wines, Casillero Wines, Blossom Hill Wines, José de Sousa Wines , Baron Philippe Wines, Barton & Guestier Wines, Beaulieu vineyards

Champagne: Dom Perignon

Aperitif: Picon

Diageo also has two joint ventures with Moet-Hennessey, Hennessey Cognac and Moet Chandon.

Diageo's major competitors include Allied Domecq, Pernod Ricard, and Bacardi.

References 1 Keynote reports; Diageo annual review 2004, www.diageo.com/download%5C3000---R531.pdf - p.5 - viewed 20.01.05