Diageo - Statistics & Facts

Diageo, the maker of well-known brands such as Smirnoff vodka, Johnnie Walker Scotch whisky, Baileys liqueur and Guinness stout, operates within the alcoholic beverage industry. The British company is headquartered in North-West London, UK and was founded through the merger of Guinness and Grand Metropolitan in 1997. The company’s product portfolio is derived of beer, wine and spirits and its alcoholic beverages are sold in more than 180 countries.


In 2016, the company generated net sales amounting to about 15.52 million U.S. dollars. The lion's share of Diageo's net sales was generated in North America. Within its versatile product collection, Scotch accounted for the largest net sales share of Diageo worldwide in 2016. Beer and vodka came second and third, respectively.

Diageo's marketing spending amounted to 2.31 billion U.S. dollars in 2016. Thereof, about 800.68 million U.S. dollars were spent on marketing activities in North America. In March 2015, the world’s biggest spirits company announced that it will start offering calorie counts and alcohol content information on the labels of their best-selling products. Diageo’s flagship market, North America, might be the first to see the changes.

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Diageo - Important statistics

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