Magazine article Marketing

CAREERS: Company CV - Diaego

Magazine article Marketing

CAREERS: Company CV - Diaego

Article excerpt

Diageo is one of the world's leading drinks groups. Its brands are sold in around 200 countries. The company is listed on both the London Stock Exchange and the New York Stock Exchange.

Diageo manufactures and distributes branded beer and spirit products, the most famous and widely distributed of which is Guinness stout.

Its primary focus is on eight global priority brands that enjoy the strongest positions in the best-performing markets: Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray and Captain Morgan, which are concentrated on four key markets: North America, the UK, Ireland and Spain. At the same time, Diageo aims to develop a further tier of around 15 markets, each with potential to become a major market.

Arthur Guinness established the St James's Gate Brewery in Ireland in 1759. By the 1790s Guinness was being exported to the UK where it became a well-known product. The company was floated on the London Stock Exchange in 1886.

Diageo was formed in December 1997 when Guinness and Grand Met merged to become the world's seventh-largest food and drinks group and the largest spirits group. Upon its formation, Diageo divided its business into four groups: Pillsbury, Burger King, Guinness, and United Distillers & Vintners (UDV). UDV was formed in 1998 by the merger of Guinness' spirits division, United Distillers, with the vodka and liqueurs business of Grand Met, International Distillers and Vintners. Guinness and UDV merged in 2000 to form Guinness UDV.

In September 2001, Diageo sold its Croft and Delaforce sherry and port brands for pounds 52m. …

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