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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 composed of beer, wine and spirits and its alcoholic beverages are sold in more than 180 countries.

Company facts

In 2021, the company generated net sales amounting to about 12.73 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 2021. Beer and vodka came second and third, respectively. Diageo's marketing spending amounted to 2.16 billion British pounds in 2021, an increase of 17.5 percent compared to 2020. About 936 million British pounds were spent on marketing activities in North America.

Market position

Diageo maintains a strong position both the global and U.S. markets. Two of Diageo's whiskey brands were among the top ten best selling whiskeys worldwide in 2020. In the United States, it was the leading Scotch whisky supplier, 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.


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