In 2020, the company generated net sales amounting to about 11.75 billion British pounds . 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 2020. Beer and vodka came second and third, respectively.
Diageo's marketing spending amounted to 1.84 billion British pounds in 2020. Thereof, about 727 million British pounds were spent on marketing activities in North America. Indeed, Diageo maintains a strong position in the U.S. market, where it was the leading Scotch whisky supplier in 2019, capturing over a third of the volume sales share and surpassing competitors like Bacardi USA, the supplier of Dewar's, by a significant margin. That year, Diageo was also the leading vodka supplier, with around 14 percent share of vodka volume sales in the United States.