Diageo is operating in the global alcoholic beverage segment and makes well-known brands such as Smirnoff vodka, Johnnie Walker Scotch whisky, Baileys liqueur and Guinness stout. The product portfolio is derived of beer, wine and spirits and the alcoholic beverages are sold in more than 180 countries. The British company is headquartered in London, UK and was founded through the merger of Guinness and Grand Metropolitan in 1997. The firm’s name was created by a branding consultancy and consists of a combination of the Latin term ‘dies’, which means day, and the Greek word ‘geo’, meaning world. The chosen name is meant to reflect that the company’s products bring pleasure everyday and everywhere.
Scotch accounted for the largest net sales share of Diageo worldwide in 2014. Within the category, Johnnie Walker was the best-selling Scotch whisky in the world. The brand’s key markets include the United States, Global Travel Asia & Middle East, Brazil, Mexico, China, Thailand, South Africa and Taiwan. According to the 2014 Impact Databank ranking of the top 100 spirits brands, Diageo claimed the first two spots. Johnnie Walker continued to be the world’s number one spirit based on value and became the number two based on volume sales. Smirnoff remained the global leading spirit brand based on volume and the number two based on generated value.