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Our strategy

Our ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We pursue the following strategy to deliver this ambition.

Man helping older man in store in Columbia

We aim to grow our participation in international premium spirits to take advantage of rising populations and incomes around the world and the increasing popularity of spirits in emerging markets.

In developed markets this means driving premiumisation through spirits price tiers up to our Reserve portfolio. In emerging markets our strategy is to move from an import-based premium spirits model to become a local player where appropriate, participating in categories that give us scale and provide access to the fast-growing numbers of middle-class consumers.

We support this approach by participating in both beer and mainstream spirits selectively to deliver organisational scale and distribution reach, and to shape responsible drinking trends in markets where international premium spirits is an emerging category. Everywhere we operate, we do so in a responsible and sustainable way.

Read our Annual Report for more on our strategy

Our global reach

People walking on the beach in Columbia

Diageo is the leading spirits player in every region of the world. This regional profile provides us with exposure to the greatest consumer growth opportunities in our sector. We operate as a market-based business around the world and have a presence in over 180 countries. We employ more than 30,400 talented people across our global business.

Our global reach is matched by our broad portfolio of international and local brands. We own two of the top five largest spirits brands in the world, Johnnie Walker and Smirnoff, and 20 of the world’s top 100 spirits brands. Using local market insights, our teams are able to select the most relevant brands from our global portfolio to meet the consumer opportunity in their market.

Read more about where we operate

Sustainability and responsibility

Our sustainability and responsibility goals are fundamental to our strategy and cover the following three areas.

  • Leadership in alcohol in society: Our goal is to create a positive role for alcohol in society through partnerships and programmes that reduce harmful drinking.

    Read more about our Alcohol in Society commitments 

  • Building thriving communities: We must equip people in our business, our supply chain and our communities, particularly women, with the skills and resources they need to build a better future for themselves.

    Read more about how we work with communities 

  • Reducing our environmental impact: We will make our products and business operations more environmentally sustainable, targeting water use, carbon emissions and waste, reducing the volume of packaging we use and sourcing paper and board from sustainable forests.

    Read more about our how we manage our environmental impact