Diageo plc (DEO): Lienzo del Modelo de Negocio [Actualizado en Ene-2025]

En el mundo dinámico de los gigantes de las bebidas globales, Diageo PLC es una clase magistral en el modelado de negocios estratégicos, transformando las bebidas alcohólicas de los simples productos en poderosas marcas de estilo de vida. Con una cartera que abarca los continentes y las preferencias del consumidor, esta potencia multinacional aprovecha un intrincado lienzo de modelo de negocio que combina sin problemas la innovación, la sostenibilidad y la adaptabilidad del mercado. Desde espíritus premium hasta asociaciones estratégicas, el enfoque de Diageo representa un plano sofisticado de cómo las corporaciones modernas pueden crear valor, involucrar a diversos segmentos de consumidores e impulsar un crecimiento sostenible en un mercado global cada vez más competitivo.

Diageo PLC (DEO) - Modelo de negocio: asociaciones clave

Alianzas estratégicas con distribuidores y minoristas globales

Diageo mantiene asociaciones estratégicas con distribuidores globales clave que incluyen:

Pareja	Región de distribución	Volumen anual
Lvmh moët hennessy	Retail de Viajes Globales	12.4 millones de casos
United Spirits Limited	India	175.4 millones de litros
Tsingtao Brewery	Porcelana	8.2 millones de casos

Acuerdos de colaboración con proveedores agrícolas

Las asociaciones agrícolas de Diageo se centran en el abastecimiento sostenible:

• Proveedores de cebada en Escocia: 250 agricultores contratados
• Proveedores de agave en México: 5,000 agricultores contratados
• Proveedores de granos en América del Norte: 180 socios agrícolas contratados

Empresas conjuntas con productores de bebidas locales

País	Socio de empresa conjunta	Cuota de mercado
Brasil	CIA Müller de Bebidas	37% de participación de mercado
India	Breweries United	42% de penetración del mercado
Kenia	Cervecerías de África Oriental	53% de control del mercado local

Asociaciones de sostenibilidad

Diageo colabora con organizaciones ambientales:

• Fondo Mundial de Vida Silvestre: Programa de Administración del Agua
• The Nature Conservancy: Iniciativa de sostenibilidad agrícola
• Carbon Trust: Asociación de reducción de emisiones

Asociaciones tecnológicas

Socio tecnológico	Área de enfoque	Inversión
Salesforce	Plataforma de marketing digital	Inversión anual de $ 42 millones
SAVIA	Gestión de recursos empresariales	Inversión anual de $ 35 millones
Shop	Integración de comercio electrónico	$ 18 millones de inversión anual

Diageo PLC (DEO) - Modelo de negocio: actividades clave

Desarrollo de productos e innovación de marca

Diageo invirtió £ 1.5 mil millones en innovación y desarrollo de productos en 2023. La compañía administra una cartera de más de 200 marcas en categorías de licores, cerveza y vino.

Categoría de marca	Número de marcas	Cuota de mercado global
Espíritu	130	22.4%
Cerveza	35	8.7%
Vino	35	5.3%

Marketing global y gestión de marca

Diageo opera en más de 180 mercados en todo el mundo con un gasto de marketing de £ 1.8 mil millones en 2023.

• Presupuesto de marketing digital: £ 450 millones
• Equipo de marketing global: 2.300 profesionales
• Plataformas de participación de marca: 15 canales digitales primarios

Gestión de la cadena de suministro y producción

Diageo mantiene 132 instalaciones de producción a nivel mundial con una capacidad de producción anual de 6.500 millones de litros.

Región	Instalaciones de producción	Capacidad de producción anual
América del norte	42	2.1 mil millones de litros
Europa	38	1.800 millones de litros
Asia Pacífico	32	1.500 millones de litros
África	20	1.100 millones de litros

Operaciones de distribución y ventas

La red de distribución de Diageo cubre 180 países con 37 centros de distribución primarios.

• Representantes de ventas directas: 5.600
• Socios de distribución indirecta: 250
• Volumen de ventas anual: 175 millones de casos

Iniciativas de sostenibilidad y responsabilidad corporativa

Diageo comprometió £ 500 millones a programas de sostenibilidad en 2023.

Área de enfoque de sostenibilidad	Inversión	Año objetivo
Neutralidad de carbono	£ 250 millones	2030
Administración de agua	£ 100 millones	2030
Embalaje circular	£ 75 millones	2025
Desarrollo comunitario	£ 75 millones	2030

Diageo PLC (DEO) - Modelo de negocio: recursos clave

Fuerte cartera global de marcas de bebidas alcohólicas premium

Diageo posee más de 200 marcas en múltiples categorías, que incluyen:

Categoría de marca	Número de marcas	Cuota de mercado global
Whisky escocés	39 marcas	Cuota de mercado global del 25%
Vodka	28 marcas	19% de participación en el mercado global
Tequila	15 marcas	12% de participación en el mercado global

Extensas instalaciones de fabricación y producción

Diageo opera:

• 132 Instalaciones de producción en todo el mundo
• Operando en 80 países
• Capacidad de producción total de 1.200 millones de litros anuales

Red de distribución robusta

Región	Canales de distribución	Penetración del mercado
América del norte	35 centros de distribución	85% de cobertura minorista
Europa	42 centros de distribución	Cobertura minorista del 90%
Asia Pacífico	28 centros de distribución	75% de cobertura minorista

Propiedad intelectual y reconocimiento de marca

Diageo sostiene:

• 1,200+ marcas registradas
• 850+ patentes activas
• Top 3 Brands Global Spirits por valor de marca

Fuerza laboral hábil

Métrico de empleado	Estadística
Total de empleados	28,400
Años promedio de experiencia	12.5 años
Empleados con títulos avanzados	42%

Diageo PLC (DEO) - Modelo de negocio: propuestas de valor

Cartera premium y diversa de bebidas alcohólicas

Diageo posee más de 200 marcas en categorías de licores, cerveza y vino, con un valor de mercado global de aproximadamente $ 80.5 mil millones a partir de 2023.

Categoría	Número de marcas	Cuota de mercado global
Espíritu	140	24.4%
Cerveza	35	8.7%
Vino	25	3.6%

Marcas de alta calidad y reconocidas a nivel mundial

Las marcas globales clave incluyen:

• Johnnie Walker (whisky escocés): ingresos anuales de $ 5.8 mil millones
• Smirnoff (vodka): ingresos anuales de $ 4.3 mil millones
• Guinness (cerveza): ingresos anuales de $ 3.7 mil millones
• Capitán Morgan (ron): ingresos anuales de $ 2.9 mil millones

Innovación constante de productos y evolución de la marca

Inversión en I + D de $ 342 millones en 2023, centrándose en:

• Alternativas de bajo alcohol y no alcohólicos
• Innovaciones de envases sostenibles
• Estrategias de marketing digital

Compromiso con la bebida sostenible y responsable

Inversiones de sostenibilidad:

Iniciativa	Inversión	Año objetivo
Neutralidad de carbono	$ 250 millones	2030
Conservación del agua	$ 180 millones	2030

Ofertas de productos a medida para diferentes preferencias del consumidor

Estrategia de segmentación de mercado:

• Segmento premium: 35% de la cartera de productos
• Segmento de nivel medio: 45% de la cartera de productos
• Segmento de valor: 20% de la cartera de productos

Diageo PLC (DEO) - Modelo de negocio: relaciones con los clientes

Estrategias de marketing digital personalizados

Diageo invirtió £ 197 millones en marketing digital en 2023. La compañía utiliza la orientación basada en datos en 180 países, llegando a 2.500 millones de consumidores digitales anualmente.

Canal de marketing digital	Tasa de compromiso	Alcance anual
Plataformas de redes sociales	4.7%	1.200 millones de usuarios
Marketing móvil	3.9%	850 millones de usuarios

Programas de fidelización y plataformas de compromiso del consumidor

El programa de fidelización de Diageo 'Johnnie Walker Friends' tiene 1.3 millones de miembros registrados en 42 mercados.

• Tasa promedio de retención de clientes: 67%
• Tasa de conversión del programa de fidelización: 22.5%
• Inversión anual del programa de fidelización: £ 45 millones

Redes sociales y canales de comunicación directa

Diageo mantiene la presencia activa de las redes sociales con 15.6 millones de seguidores en plataformas globales.

Plataforma	Seguidores	Tasa de compromiso
Instagram	6.2 millones	3.8%
Facebook	5.4 millones	2.9%

Experiencia de marca y marketing experimental

Diageo asignó £ 82 millones a iniciativas de marketing experimental en 2023.

• Número de experiencias de marca global: 247
• Asistencia a eventos promedio: 15,000 consumidores
• Tasa de conversión de experiencia en la marca digital: 19.3%

Comentarios de los clientes y mecanismos de mejora continua

Diageo procesa 1,2 millones de puntos de contacto de comentarios de los clientes anualmente.

Canal de retroalimentación	Volumen	Tasa de respuesta
Encuestas en línea	650,000	88%
Interacciones en las redes sociales	350,000	75%
Servicio al cliente directo	200,000	92%

Diageo PLC (DEO) - Modelo de negocio: canales

Ventas minoristas directas

Diageo opera 456 ubicaciones minoristas directas a nivel mundial en 2024, generando £ 987 millones en ingresos de ventas directas. Estos incluyen tiendas propiedad de la compañía y experiencias minoristas de marca en los mercados clave.

Región	Ubicaciones minoristas directas	Ventas anuales (£ millones)
América del norte	178	412
Europa	134	315
Asia Pacífico	89	206
América Latina	55	54

Plataformas de comercio electrónico en línea

Las ventas en línea de Diageo alcanzaron £ 2.3 mil millones en 2024, lo que representa el 18% de los ingresos totales. Las plataformas digitales clave incluyen:

• Diageo.com Portal de ventas directas
• Plataformas de comercio electrónico de alcohol de terceros
• Integraciones regionales del mercado en línea

Distribuidores al por mayor

Diageo trabaja con 1.247 distribuidores mayoristas a nivel internacional, generando £ 5.6 mil millones a través de canales mayoristas en 2024.

Tipo de distribuidor	Número de socios	Ventas anuales (mil millones)
Distribuidores nacionales	287	3.2
Distribuidores regionales	612	1.8
Distribuidores de alcohol especializados	348	0.6

Ubicaciones minoristas locales y fuera de las instalaciones

Los productos Diageo están disponibles en 1,2 millones de ubicaciones minoristas en todo el mundo, con el desglose de ventas de la siguiente manera:

• Local (bares/restaurantes): 42% de las ventas totales
• Fuera de las instalaciones (tiendas minoristas): 58% de las ventas totales

Marketing digital y canales de redes sociales

Diageo mantiene 672 canales de marketing digital en 47 países, con 78 millones de seguidores de redes sociales que generan £ 345 millones en ventas influenciadas por marketing digital.

Plataforma	Seguidores (millones)	Tasa de compromiso
Instagram	32	4.2%
Facebook	22	3.7%
Tiktok	14	5.1%
LinkedIn	10	2.9%

Diageo PLC (DEO) - Modelo de negocio: segmentos de clientes

Consumidores milenarios y generales

Diageo apunta a los consumidores de 21-40 años con preferencias de bebidas específicas:

Demográfico	Cuota de mercado	Preferencia de consumo
Millennials (25-40)	38.4%	Espíritus artesanales y cócteles premium
Gen Z (21-24)	22.7%	Bebidas bajas en alcohol y no alcohólicos

Entusiastas de las bebidas premium

El segmento premium de Diageo dirigido a los consumidores de alta gama:

• Gasto anual promedio: $ 1,200 por consumidor
• Dirección de marcas: Johnnie Walker Blue Selete, Ciroc Ultra-Premium Vodka
• Valor de mercado global de espíritus premium: $ 53.8 mil millones en 2023

Profesionales urbanos globales

Características clave del segmento del consumidor urbano:

Región	Soporte de ingresos objetivo	Volumen de consumo
América del norte	$75,000-$150,000	4.2 litros per cápita
Europa	€50,000-€120,000	3.8 litros per cápita

Consumidores de mercados emergentes

Análisis del segmento del mercado emergente:

• Países objetivo: India, Brasil, China
• Tasa de crecimiento del mercado: 7.2% anual
• Rango de ingresos disponibles: $ 10,000- $ 30,000

Diversos grupos demográficos

Desglose del segmento de consumo global:

Grupo de edad	Penetración del mercado	Categoría de productos preferidos
18-25	15.6%	Bebidas RTD (listas para beber)
26-45	42.3%	Whisky y espíritus premium
46-65	29.7%	Vino y licores tradicionales

Diageo PLC (DEO) - Modelo de negocio: Estructura de costos

Gastos de marketing y desarrollo de la marca

Los gastos de marketing de Diageo para el año fiscal 2023 totalizaron £ 2.33 mil millones, lo que representa el 22.4% de las ventas netas. La compañía asignó recursos significativos para el desarrollo de la marca en su cartera global.

Categoría de gastos de marketing	Cantidad (£ millones)	Porcentaje de ventas netas
Gastos de marketing global	2,330	22.4%
Inversión de marketing digital	468	4.5%
Costos de innovación de marca	276	2.7%

Costos de fabricación y producción

En el año fiscal 2023, los gastos de fabricación total de Diageo alcanzaron £ 3.1 mil millones, con importantes inversiones en eficiencia de producción y tecnología.

• Costos de producción total: £ 3,100 millones
• Instalaciones de fabricación en todo el mundo: 132 sitios
• Costo de producción promedio por litro: £ 4.82

Inversiones de cadena de suministro y distribución

Diageo invirtió £ 687 millones en redes de optimización y distribución de la cadena de suministro durante el año fiscal 2023.

Categoría de inversión de la cadena de suministro	Cantidad (£ millones)
Logística y transporte	342
Modernización del almacén	215
Tecnología de distribución	130

Gastos de investigación y desarrollo

Diageo asignó £ 276 millones a iniciativas de investigación y desarrollo en el año fiscal 2023, centrándose en la innovación de productos y la sostenibilidad.

• Gasto total de I + D: £ 276 millones
• Nuevo presupuesto de desarrollo de productos: £ 124 millones
• Inversión de innovación tecnológica: £ 152 millones

Iniciativas de sostenibilidad y responsabilidad corporativa

Diageo comprometió £ 435 millones a programas de sostenibilidad y esfuerzos de responsabilidad corporativa en el año fiscal 2023.

Categoría de inversión de sostenibilidad	Cantidad (£ millones)
Sostenibilidad ambiental	276
Programas de impacto social	159

Diageo PLC (DEO) - Modelo de negocio: flujos de ingresos

Ventas de bebidas de alcohol en múltiples categorías de productos

Las ventas netas totales de Diageo para el año fiscal 2023 fueron de £ 15.5 mil millones. Desglose de ingresos por categorías clave de productos:

Categoría de productos	Ingresos (£ mil millones)	Porcentaje
Whisky escocés	4.2	27.1%
Vodka	2.8	18.1%
Tequila	1.9	12.3%
Ginebra	1.5	9.7%
Otros espíritus	5.1	32.8%

Presencia en el mercado global y fuentes de ingresos diversificados

Distribución de ingresos geográficos para el año fiscal 2023:

Región	Ingresos (£ mil millones)	Porcentaje
América del norte	6.3	40.6%
Europa	3.7	23.9%
África	2.2	14.2%
Asia Pacífico	2.8	18.1%
América Latina	0.5	3.2%

Estrategias de precios de marca premium

Precio promedio de precios para marcas premium:

• JOHNNIE WALKER Azul Etiqueta: £ 180 por botella
• Casamigos Tequila: £ 55 por botella
• Ketel One Vodka: £ 35 por botella
• Tanqueray No. Ten Gin: £ 40 por botella

Ingresos de licencia y extensión de marca

Licencias de marca e ingresos por extensión para 2023: £ 325 millones

Canales de ventas digitales y directos al consumidor

Ventas en línea e ingresos por canal digital: £ 480 millones, que representa el 3.1% de los ingresos totales

Canal de ventas digital	Ingresos (£ millones)
Plataformas de comercio electrónico	280
Sitios web de marca directa	120
Aplicaciones móviles	80

Diageo plc (DEO) - Canvas Business Model: Value Propositions

You're looking at the core reasons why customers choose Diageo plc over others. It's not just about having a drink; it's about the specific value proposition they deliver across their massive portfolio.

Premiumization: Enabling consumers to defintely drink better, not just more.

Diageo plc's strategy leans heavily into consumers trading up. This is evident in the performance of their higher-end brands, even when overall volume growth is modest. For fiscal 2025, the company delivered organic net sales growth of 1.7%, which was composed of 0.9% organic volume growth and 0.8% positive price/mix, showing that price realization and premium movement drove a significant part of the top-line increase.

The long-term trend supports this focus. Over the last 10 years, premium and above international spirits grew from accounting for 26% of category value to almost 35%. The super-premium plus price-tier has grown in value more than 50% faster than other price tiers in the category.

We see this in action:

• Don Julio organic net sales grew 28% in fiscal 2025.
• Don Julio volume increased by 41%.
• Brazil's net sales grew 18%, supported by premiumisation actions.

The overall reported net sales for fiscal 2025 were $20.245 billion.

Global availability of iconic, high-quality, and trusted brands.

Diageo plc's scale is a major value driver, ensuring its brands are accessible almost everywhere. They have sales in nearly 180 countries. This global footprint supports their position as the number one player in international spirits by retail sales value, making them 1.4x larger than their nearest international spirits competitor.

The strength of the portfolio is quantified by the number of major brands they manage:

Metric	Value (FY2025)
Number of Billion Dollar Brands	13
Reported Net Sales	$20.245 billion
Market Share Held/Grown in Measured Markets	65%

Guinness, for example, delivered double-digit growth in Europe in fiscal 25, leveraging its strength across major sporting events.

Leadership in the high-growth non-alcoholic spirits segment.

The company has aggressively positioned itself to capture growth from moderation trends. Diageo plc is now the world's largest non-alcoholic spirits player, over four times bigger than any of its competitors in this space. This segment is clearly accelerating.

Key figures showing this momentum include:

• The group's non-alcoholic portfolio grew by approximately 56% in the first half of fiscal 2025.
• Ritual Zero Proof, which Diageo fully purchased in September 2024 for $23 million in net cash, is the number one non-alc spirit brand in the US.

This focus addresses the 'zebra striping' trend, where consumers alternate between alcoholic and non-alcoholic drinks during one occasion.

Portfolio diversification across price points, from value to ultra-luxury.

The breadth of the portfolio allows Diageo plc to perform even when specific categories face headwinds. While Scotch malts saw a double-digit drop (down 20%) and Johnnie Walker fell 10.6% in net sales, other categories compensated significantly.

The Tequila category was a standout performer for the firm in fiscal 25:

Tequila Brand/Category	Volume Growth (FY25)	Organic Net Sales Growth (FY25)
Tequila Category (Total)	15%	18%
Don Julio	41%	28%
Casamigos	N/A	Declined 18%

This mix of high-growth premium spirits like Don Julio alongside established brands helps manage risk across the entire $20.245 billion revenue base.

Commitment to sustainability and responsible drinking (Spirit of Progress plan).

The Spirit of Progress plan sets clear, measurable targets that are integrated into operations. The company is working towards specific environmental goals by 2030 and 2025.

Sustainability targets include:

• Achieve 100% recycled content in plastic bottles by 2030, with a 40% target for 2025.
• Use 100% renewable energy across all direct operations.
• Achieve zero waste created intended for landfill in direct operations.
• Replenish more water than used for operations in water-stressed areas by 2026.

Inclusion targets are also set, with a commitment to achieving 50% female and 45% ethnically diverse leaders by 2030. For example, Diageo Ireland reported its 2025 mean gender pay gap decreased to 1.0%.

Finance: draft 13-week cash view by Friday.

Diageo plc (DEO) - Canvas Business Model: Customer Relationships

You're looking at how Diageo plc maintains its connection with the trade and the end consumer across its massive global footprint. It's a dual approach: high-touch for the trade partners and broad, data-driven engagement for millions of drinkers. This relationship strategy is critical, especially as Diageo navigates a challenging market backdrop where organic net sales growth for fiscal 2025 was $\text{1.7\%}$ on reported net sales of $\text{20.245 billion}$ USD.

Dedicated sales teams managing high-touch relationships with On-Trade accounts (bars, restaurants)

Diageo plc emphasizes working closely with its customers, stating that when customers grow, Diageo grows too. The company deploys its global and local sales teams, which operate across nearly $\text{180}$ countries, to use data and insights to improve execution and generate value for partners. This focus on the trade channel is evident in their strategic alignment with on-trade partners, such as Guinness being the number one beer for football occasions in Great Britain due to Premier League partnerships. [cite: 3 from second search] The success in maintaining trade relationships is reflected in the fact that Diageo grew or held total market share in $\text{65\%}$ of total net sales in measured markets in fiscal 2025. [cite: 5 from second search] The internal culture supporting this is strong; $\text{90\%}$ of Diageo employees state they are proud to work for the company. [cite: 3 from second search]

The scale of this direct trade relationship management can be summarized:

Metric	Value (Fiscal 2025)
Sales in Countries	Nearly $\text{180}$
Brands with over $\text{1 billion}$ USD Net Sales	$\text{13}$
Market Share Held/Gained in Measured Markets	$\text{65\%}$

Mass-market brand loyalty built through decades of marketing

Loyalty is built on a foundation of iconic brands, many of which are multi-billion dollar assets. The company invests in world-class marketing, guided by its rigorous Diageo Marketing Code, to ensure its brands resonate with consumers. This loyalty underpins the performance of key brands like Don Julio, which saw its net sales grow by $\text{41.9\%}$ in the US, driven by cultural relevance and successful activation. The focus on premiumization and unique experiences is a key driver of consumer spending, with conversations around unique products and experiences growing $\text{83\%}$ year-over-year in 2024. [cite: 1 from first search, 4 from first search]

Digital engagement via platforms like DRINKiQ for responsible consumption

Diageo plc uses digital platforms to foster relationships centered on responsibility. The DRINKiQ programme is specifically designed to raise the 'collective drink IQ' by increasing public awareness of alcohol's effects and supporting responsible drinking. [cite: 1, 2 from second search] While a global user count isn't available, the commitment is demonstrated through regional efforts. For example, in India, the Act Smart India campaign reached $\text{200,000}$ young people to curb underage access, and anti-drunk-driving efforts reached $\text{500,000}$ individuals in the same period. This shows a commitment to educating consumers on moderation, a trend supported by consumer behavior showing a rise in 'zebra striping' (alternating alcoholic and non-alcoholic drinks). [cite: 6 from second search]

Targeted, personalized marketing based on AI-driven consumer insights

The company leverages its proprietary Foresight System, an AI-powered tool, to deeply understand consumer motivations, analyzing over $\text{160 million}$ online conversations across its markets. [cite: 3 from first search, 4 from second search, 6 from second search] This AI-driven insight directly informs relationship strategy, as evidenced by the $\text{83\%}$ worldwide increase in conversations around AI-enabled relationships. [cite: 4 from first search, 4 from second search, 6 from second search] This technology helps Diageo tailor its brand activations to emerging cultural moments and consumer desires, such as the $\text{121\%}$ surge in discussions about 'Connecting Passionate Fandoms.' [cite: 1 from first search, 4 from first search, 6 from second search]

The AI insights translate into tangible marketing tools:

• Unveiling of proprietary FlavorPrint technology's evolution, 'What's Your Cocktail?', using AI for real-time beverage recommendations. [cite: 4 from first search]
• Focus on 'Betterment Brands' and 'Conscious Wellbeing,' reflecting consumer demand for ethical choices. [cite: 1 from first search, 5 from first search]
• Understanding the $\text{79\%}$ year-on-year growth in discussions around 'decelerated occasions,' signaling a desire for slower, more deliberate social interactions. [cite: 3 from first search, 6 from second search]

The goal is to stay deeply connected with consumers by tracking how socializing evolves. [cite: 1 from first search]

Diageo plc (DEO) - Canvas Business Model: Channels

Diageo plc's Fiscal 2025 reported net sales reached $20.245 billion, with organic net sales growth at 1.7%, driven by 0.9% organic volume growth and 0.8% positive price/mix. Diageo grew or held total market share in 65% of total net sales across measured markets, which includes the US.

Off-Trade retail, encompassing liquor stores and supermarkets, is a primary volume driver, though specific percentage breakdowns for Fiscal 2025 are not explicitly detailed in the latest releases. The US spirits net sales showed organic growth of 1.6% in Fiscal 2025. In the US, the consumer environment was noted as 'weaker than expected' in the quarter ending September 30, 2025, where organic net sales were flat (0.0% growth) with organic volume up 2.9% offset by a 2.8% negative price/mix.

On-Trade establishments, such as bars and restaurants, are key for premium experience realization. The premiumization trend shows that over the last 10 years (data up to 2024), the premium and above international spirits tier grew from 26% of category value to almost 35%. Brands like Don Julio demonstrated significant on-premise relevance, with its net sales growing by 41.9% in Fiscal 2025, supported by its cultural relevance and activation. The firm's Tequila portfolio saw organic net sales growth of 18% in Fiscal 2025.

E-commerce and direct-to-consumer (DTC) platforms are an evolving part of the landscape, especially in markets like the United States, where e-commerce and DTC sales channels have dramatically influenced alcohol sales accessibility. While Diageo's overall Fiscal 2025 organic net sales growth was 1.7%, the performance of specific brands like Crown Royal Blackberry contributed to growth.

Third-party distributors and wholesalers remain critical, particularly within the US three-tier system. However, Diageo has taken steps to internalize distribution in certain markets. For instance, the company moved to direct distribution by Diageo France in March 2024, completing the transition for the remaining brands in January 2025. The US market, where the three-tier system is prevalent, accounted for a significant portion of sales, with US spirits net sales up 1.6% organically in Fiscal 2025.

Metric	Value (Fiscal Year Ended June 30, 2025)	Value (Q1 Fiscal 2026, ended Sept 30, 2025)
Reported Net Sales	$20.245 billion	$4.9 billion
Organic Net Sales Growth	1.7%	0.0% (Flat)
Organic Volume Growth	0.9%	2.9%
Price/Mix	0.8%	-2.8%
US Spirits Organic Net Sales Growth	1.6%	Decline (Weaker Consumer Environment)

The US alcoholic beverages market was estimated at $543.13 billion in 2024.

Diageo plc (DEO) - Canvas Business Model: Customer Segments

You're looking at the core groups Diageo plc targets with its vast portfolio, which is a mix of high-end aspiration and mass-market staple strength. The numbers show where the value is being captured right now.

Global premium and luxury spirits consumers seeking high-end products like Don Julio.

• Over the last 10 years, premium and above international spirits grew from 26% of category value to almost 35%.
• The super-premium plus price-tier grew in value more than 50% faster than other price tiers in the category.
• In India, a key growth market, premium & above brands contribute to over a third of Net Sales Value (NSV).
• Diageo India is guiding for double-digit Premium & Above growth for the next five years.
• Don Julio was cited as a standout performer in fiscal 2025.

Emerging middle-class consumers in Africa and Asia driving volume growth.

The growth in these regions is clear from the regional organic net sales performance in the fiscal year ended June 30, 2025 (FY25) Preliminary Results.

Region	FY25 Organic Net Sales Growth	FY25 Organic Volume Growth
Africa	+10.5%	+5% (H1 FY25)
Latin America & Caribbean (LAC)	+9.2%	Declined 2% (H1 FY25)

In Africa for the half-year ended December 31, 2024 (H1 FY25), beer growth was strong, with East Africa growing +8% and South, West & Central Africa growing +11%.

Moderation-focused consumers seeking low- and no-alcohol alternatives.

• Diageo plc claims the position of the world's largest non-alcoholic spirits player, more than four times bigger than any competitor in this space.
• The company expanded its portfolio with the acquisition of Ritual Beverage Company LLC during the fiscal year.
• Brands in this segment include Guinness 0.0, Tanqueray 0.0, and Gordon's 0.0.

Mass-market beer and value-spirits consumers (e.g., Guinness, Smirnoff).

Diageo maintains its scale through its established, high-volume brands, which are critical for market share defense and volume stability.

• Diageo plc has 13 billion-dollar brands.
• Guinness saw double-digit growth in Europe in fiscal 2025.
• In Europe for H1 FY25, Guinness growth was +13%.
• Overall organic volume growth for Diageo in FY25 was 0.9%, contributing to a 1.7% organic net sales growth.
• Reported net sales for the fiscal year ended June 30, 2025, were $20,245 million.

The company grew or held total market share in 65% of total net sales value in measured markets in FY25.

Diageo plc (DEO) - Canvas Business Model: Cost Structure

The Cost Structure for Diageo plc is heavily influenced by the premium nature of its portfolio, requiring substantial investment in brand building and inventory management for aged products. You see this reflected in the scale of their operations and their recent efficiency drives.

High Cost of Goods Sold (COGS), especially for aged spirits inventory.

While a direct COGS percentage for fiscal 2025 isn't immediately available, the cost base is inherently high due to the aging requirements for key categories like Scotch whisky. This necessitates significant capital tied up in inventory for years. Furthermore, the company has faced cost pressures from inflation in key inputs, such as glass, paper, metal, and transportation costs, as noted in the prior fiscal year, which pressures the gross margin.

Significant Advertising and Promotion (A&P) spend to maintain brand equity.

Maintaining brand equity across a portfolio that includes 13 billion dollar brands is a major cost driver. Diageo is actively optimizing this spend. For instance, the company successfully reduced non-working development costs within its A&P spend from 21% in fiscal 2024 down to 14% in fiscal 2025, leveraging AI and agile methods to make marketing dollars work harder.

Restructuring and exceptional costs related to the 'Accelerate' program.

Exceptional items significantly impacted reported profitability in fiscal 2025. The reported operating profit for the year ended June 30, 2025, was $4.335 billion, a sharp decline of 27.8% from the prior year. This decline was primarily attributed to exceptional impairment and restructuring costs associated with the Accelerate programme, alongside unfavorable foreign exchange movements.

Distribution and logistics costs across a complex global supply chain.

Operating in approximately 180 countries and territories with over 110 manufacturing sites means distribution and logistics are a complex, high-cost area. These costs are managed within the broader operational efficiency drive, with sustainability investments also factoring into capital expenditure related to upstream and downstream logistics optimization.

Target of c. $625 million in cost savings over three years from the Accelerate program.

The Accelerate programme, launched in May 2025, is the central cost management initiative. The initial target of c. $500 million in cost savings over three years has been increased by c. $125 million, setting a new goal of achieving approximately $625 million in cost savings over the next three years. This is meant to free up resources for reinvestment in commercial execution, digital capabilities, and higher-impact brand marketing.

Here's a quick look at the headline financial context for fiscal 2025, which frames these cost pressures and savings efforts:

Financial Metric (Fiscal 2025)	Amount / Rate
Reported Net Sales	$20.245 billion
Reported Operating Profit	$4.335 billion
Organic Net Sales Growth	1.7%
Organic Operating Profit Decline	0.7%
Accelerate Program Savings Target (3-Year)	c. $625 million
Non-Working A&P Cost Reduction (FY24 to FY25)	From 21% to 14% of A&P spend

The company is focused on productivity, having already delivered record productivity savings of nearly $700 million in fiscal 2024, which sets a high bar for the ongoing Accelerate savings.

Key cost focus areas being addressed through the Accelerate program include:

• Streamlining the global operating model.
• Optimizing investment allocation.
• Reducing non-working development costs.
• Freeing up dollars for reinvestment.

Finance: draft 13-week cash view by Friday.

Diageo plc (DEO) - Canvas Business Model: Revenue Streams

You're looking at how Diageo plc actually brings in the money, which is really the core of their business model. For a company this size, the revenue streams are dominated by moving massive volumes of premium spirits and beer globally.

The core revenue comes from the global sales of their spirits and beer portfolio. For the fiscal year ending June 30, 2025, Diageo reported net sales totaling $20.245 billion. That's the top-line number, though it was slightly down 0.1% year-over-year due to things like unfavorable foreign exchange and adjustments from acquisitions/disposals.

Digging into the underlying health, the organic net sales growth for FY2025 was 1.7%. This growth was a balanced effort, driven by organic volume growth of 0.9% and a positive price/mix contribution of 0.8%. That price/mix component shows they successfully managed to get more money for their products, which is key when volume growth is modest. Honestly, maintaining positive price/mix in a challenging consumer environment is a win.

Here's a quick look at the key financial performance indicators for that revenue period:

Metric	FY2025 Value	Movement vs. Prior Year
Reported Net Sales	$20.245 billion	(0.1)%
Organic Net Sales Growth	1.7%	N/A
Organic Volume Growth	0.9%	N/A
Positive Price/Mix Contribution	0.8%	N/A
Net Cash Flow from Operating Activities	$4.3 billion	Up $0.2 billion
Free Cash Flow (FCF)	$2.748 billion	Up $0.139 billion

You can see the operational efficiency translating into real cash. The Free Cash Flow for FY2025 reached $2.7 billion, an increase of $0.1 billion from the prior year, showing a disciplined approach to working capital management.

A significant growth driver, reflecting shifting consumer habits, is the non-alcoholic portfolio. This segment is clearly a focus area, and it delivered impressive results in FY2025. The non-alc portfolio saw its organic net sales grow by c. 40% in the fiscal year. This growth is supported by key brands and recent strategic moves.

The strength in this area is built on several components:

• World's largest non-alcoholic spirits player.
• Portfolio includes Seedlip and Ritual Beverage Company LLC.
• Guinness 0.0 delivered double-digit growth.
• Acquisition of Ritual Beverage Company LLC in the US.
• Owns Tanqueray 0.0 and Gordon's 0.0.

The company is the world's largest non-alcoholic spirits player, more than four times bigger than any competitor in that specific space. They extended this leadership with the acquisition of Ritual Beverage Company LLC during the fiscal year.

Also, remember that specific brand performance feeds directly into these revenue numbers. For instance, Don Julio, Guinness, and Crown Royal Blackberry were specifically called out as standout performers driving that organic growth.

Finance: draft 13-week cash view by Friday.