In 2017, the company generated net sales amounting to about 16.33 billion 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 2017. Beer and vodka came second and third, respectively.
Diageo's marketing spending amounted to 2.43 billion U.S. dollars in 2017. Thereof, about 869.5 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.