Diageo Plc (DEO): Canvas du modèle d'entreprise [Jan-2025 Mise à jour]

Dans le monde dynamique des géants mondiaux des boissons, Diageo PLC est une masterclass en modélisation des entreprises stratégiques, transformant les boissons alcoolisées de simples produits en marques de style de vie puissantes. Avec un portefeuille qui couvre les continents et les préférences des consommateurs, cette puissance multinationale exploite une toile de modèle commercial complexe qui mélange de manière transparente l'innovation, la durabilité et l'adaptabilité du marché. Des esprits premium aux partenariats stratégiques, l'approche de Diageo représente un plan sophistiqué de la façon dont les sociétés modernes peuvent créer de la valeur, engager divers segments de consommateurs et stimuler une croissance durable sur un marché mondial de plus en plus compétitif.

Diageo PLC (DEO) - Modèle d'entreprise: partenariats clés

Alliances stratégiques avec des distributeurs et des détaillants mondiaux

Diageo entretient des partenariats stratégiques avec les principaux distributeurs mondiaux, notamment:

Partenaire	Région de distribution	Volume annuel
Lvmh moët Hennessy	Retail de voyage mondial	12,4 millions de cas
United Spirits Limited	Inde	175,4 millions de litres
Brasserie Tsingtao	Chine	8,2 millions de cas

Accords collaboratifs avec les fournisseurs agricoles

Les partenariats agricoles de Diageo se concentrent sur l'approvisionnement durable:

• Fournisseurs d'orge en Écosse: 250 agriculteurs contractés
• Fournisseurs d'agave au Mexique: 5 000 agriculteurs contractés
• Fournisseurs de céréales en Amérique du Nord: 180 partenaires agricoles contractuels

Coentreprises avec des producteurs de boissons locaux

Pays	Coentreprise	Part de marché
Brésil	CIA Müller de Bebidas	37% de part de marché
Inde	Brasseries unis	42% de pénétration du marché
Kenya	Breweries d'Afrique de l'Est	53% Contrôle du marché local

Partenariats de durabilité

Diageo collabore avec les organisations environnementales:

• Fonds mondial de la faune: programme d'intendance de l'eau
• The Nature Conservancy: Agricultural Sustainability Initiative
• Carbon Trust: partenariat de réduction des émissions

Partenariats technologiques

Partenaire technologique	Domaine de mise au point	Investissement
Salesforce	Plateforme de marketing numérique	Investissement annuel de 42 millions de dollars
SÈVE	Gestion des ressources d'entreprise	Investissement annuel de 35 millions de dollars
Faire du shoprif	Intégration du commerce électronique	Investissement annuel de 18 millions de dollars

Diageo PLC (DEO) - Modèle d'entreprise: activités clés

Développement de produits et innovation de marque

Diageo a investi 1,5 milliard de livres sterling dans l'innovation et le développement de produits en 2023. La société gère un portefeuille de plus de 200 marques dans les spiritueux, la bière et les catégories de vins.

Catégorie de marque	Nombre de marques	Part de marché mondial
Esprits	130	22.4%
Bière	35	8.7%
Vin	35	5.3%

Marketing mondial et gestion de la marque

Diageo opère sur plus de 180 marchés dans le monde avec une dépense de marketing de 1,8 milliard de livres sterling en 2023.

• Budget de marketing numérique: 450 millions de livres sterling
• Équipe marketing mondiale: 2 300 professionnels
• Plateformes d'engagement de la marque: 15 canaux numériques principaux

Chaîne d'approvisionnement et gestion de la production

Diageo maintient 132 installations de production dans le monde avec une capacité de production annuelle de 6,5 milliards de litres.

Région	Installations de production	Capacité de production annuelle
Amérique du Nord	42	2,1 milliards de litres
Europe	38	1,8 milliard de litres
Asie-Pacifique	32	1,5 milliard de litres
Afrique	20	1,1 milliard de litres

Opérations de distribution et de vente

Le réseau de distribution de Diageo couvre 180 pays avec 37 centres de distribution primaires.

• Représentants des ventes directes: 5 600
• Partenaires de distribution indirecte: 250
• Volume des ventes annuelles: 175 millions de cas

Initiatives de durabilité et de responsabilité des entreprises

Diageo a engagé 500 millions de livres sterling dans des programmes de durabilité en 2023.

Domaine de mise au point de la durabilité	Investissement	Année cible
Neutralité du carbone	250 millions de livres sterling	2030
Intendance de l'eau	100 millions de livres sterling	2030
Emballage circulaire	75 millions de livres sterling	2025
Développement communautaire	75 millions de livres sterling	2030

Diageo PLC (DEO) - Modèle d'entreprise: Ressources clés

Portfolio mondial solide de marques de boissons alcoolisées haut de gamme

Diageo possède plus de 200 marques dans plusieurs catégories, notamment:

Catégorie de marque	Nombre de marques	Part de marché mondial
Whisky écossais	39 marques	25% de part de marché mondiale
Vodka	28 marques	19% de part de marché mondiale
Tequila	15 marques	12% de part de marché mondiale

Installations de fabrication et de production approfondies

Diageo fonctionne:

• 132 installations de production dans le monde
• Opérant dans 80 pays
• Capacité de production totale de 1,2 milliard de litres par an

Réseau de distribution robuste

Région	Canaux de distribution	Pénétration du marché
Amérique du Nord	35 centres de distribution	Couverture de détail à 85%
Europe	42 centres de distribution	Couverture de détail à 90%
Asie-Pacifique	28 centres de distribution	Couverture de détail à 75%

Propriété intellectuelle et reconnaissance de la marque

Diageo tient:

• 1 200+ marques enregistrées
• 850+ brevets actifs
• Les 3 meilleures marques mondiales de spiritueux par valeur de marque

Main-d'œuvre qualifiée

Métrique des employés	Statistique
Total des employés	28,400
Des années moyennes d'expérience	12,5 ans
Employés titulaires de diplômes avancés	42%

Diageo PLC (DEO) - Modèle d'entreprise: propositions de valeur

Portefeuille de boissons premium et diversifié de boissons alcoolisées

Diageo possède plus de 200 marques entre les spiritueux, la bière et les catégories de vins, avec une valeur marchande mondiale d'environ 80,5 milliards de dollars en 2023.

Catégorie	Nombre de marques	Part de marché mondial
Esprits	140	24.4%
Bière	35	8.7%
Vin	25	3.6%

Marques de haute qualité et mondialement reconnues

Les marques mondiales clés comprennent:

• Johnnie Walker (Scotch Whisky): 5,8 milliards de dollars de revenus annuels
• Smirnoff (vodka): 4,3 milliards de dollars de revenus annuels
• Guinness (bière): 3,7 milliards de dollars de revenus annuels
• Capitaine Morgan (Rum): 2,9 milliards de dollars de revenus annuels

Innovation cohérente des produits et évolution de la marque

Investissement en R&D de 342 millions de dollars en 2023, en se concentrant sur:

• Alternatives à faible alcool et non alcoolisées
• Innovations d'emballage durables
• Stratégies de marketing numérique

Engagement envers la consommation durable et responsable

Investissements en durabilité:

Initiative	Investissement	Année cible
Neutralité du carbone	250 millions de dollars	2030
Conservation de l'eau	180 millions de dollars	2030

Offres de produits sur mesure pour différentes préférences de consommation

Stratégie de segmentation du marché:

• Segment premium: 35% du portefeuille de produits
• Segment de niveau intermédiaire: 45% du portefeuille de produits
• Segment de valeur: 20% du portefeuille de produits

Diageo PLC (DEO) - Modèle d'entreprise: relations avec les clients

Stratégies de marketing numérique personnalisées

Diageo a investi 197 millions de livres sterling dans le marketing numérique en 2023. La société utilise un ciblage basé sur les données dans 180 pays, atteignant 2,5 milliards de consommateurs numériques par an.

Canal de marketing numérique	Taux d'engagement	Portée annuelle
Plateformes de médias sociaux	4.7%	1,2 milliard d'utilisateurs
Marketing mobile	3.9%	850 millions d'utilisateurs

Programmes de fidélité et plateformes d'engagement des consommateurs

Le programme de fidélité de Diageo «Johnnie Walker Friends» compte 1,3 million de membres inscrits sur 42 marchés.

• Taux de rétention de clientèle moyen: 67%
• Taux de conversion du programme de fidélité: 22,5%
• Investissement annuel du programme de fidélité: 45 millions de livres sterling

Les réseaux sociaux et les canaux de communication directs

Diageo maintient une présence active sur les réseaux sociaux avec 15,6 millions de followers sur les plateformes mondiales.

Plate-forme	Abonnés	Taux d'engagement
Instagram	6,2 millions	3.8%
Facebook	5,4 millions	2.9%

Expérience de marque et marketing expérientiel

Diageo a alloué 82 millions de livres sterling aux initiatives de marketing expérientiels en 2023.

• Nombre d'expériences mondiales de marque: 247
• Association moyenne des événements: 15 000 consommateurs
• Taux de conversion de l'expérience de la marque numérique: 19,3%

Commentaires des clients et mécanismes d'amélioration continue

Diageo traite 1,2 million de points de contact avec les commentaires des clients par an.

Canal de rétroaction	Volume	Taux de réponse
Enquêtes en ligne	650,000	88%
Interactions des médias sociaux	350,000	75%
Service client direct	200,000	92%

Diageo PLC (DEO) - Modèle d'entreprise: canaux

Ventes de détail directes

Diageo exploite 456 emplacements de vente au détail directs dans le monde en 2024, générant 987 millions de livres sterling de revenus de ventes directs. Il s'agit notamment de magasins appartenant à l'entreprise et d'expériences de vente au détail de marque sur les principaux marchés.

Région	Emplacements de détail directs	Ventes annuelles (millions de livres sterling)
Amérique du Nord	178	412
Europe	134	315
Asie-Pacifique	89	206
l'Amérique latine	55	54

Plateformes de commerce électronique en ligne

Les ventes en ligne de Diageo ont atteint 2,3 milliards de livres sterling en 2024, ce qui représente 18% des revenus totaux. Les plates-formes numériques clés comprennent:

• Diageo.com Portail de vente directe
• Plates-formes de commerce électronique à l'alcool tiers
• Intégrations régionales sur le marché en ligne

Distributeurs en gros

Diageo travaille avec 1 247 distributeurs de gros à l'échelle internationale, générant 5,6 milliards de livres sterling par le biais de canaux en gros en 2024.

Type de distributeur	Nombre de partenaires	Ventes annuelles (milliards de livres sterling)
Distributeurs nationaux	287	3.2
Distributeurs régionaux	612	1.8
Distributeurs d'alcool spécialisés	348	0.6

Emplacements de vente au détail sur site et hors site

Les produits Diageo sont disponibles dans 1,2 million de sites de vente au détail dans le monde, avec une répartition des ventes comme suit:

• Sur site (bars / restaurants): 42% du total des ventes
• Hors site (magasins de détail): 58% du total des ventes

MARKETING DIGULE ET COMMANDES SOCIALES SOCIALES

Diageo maintient 672 canaux de marketing numérique dans 47 pays, avec 78 millions de followers de médias sociaux générant 345 millions de livres sterling de ventes influencées par le marketing numérique.

Plate-forme	Abonnés (millions)	Taux d'engagement
Instagram	32	4.2%
Facebook	22	3.7%
Tiktok	14	5.1%
Liendin	10	2.9%

Diageo PLC (DEO) - Modèle d'entreprise: segments de clientèle

Consommations du millénaire et de la génération Z

Diageo cible les consommateurs de 21 à 40 ans avec des préférences de boissons spécifiques:

Démographique	Part de marché	Préférence de consommation
Milléniaux (25-40)	38.4%	Spiritueux artisanal et cocktails premium
Gen Z (21-24)	22.7%	Boissons à faible alcool et non alcoolisées

Antariens de boisson premium

Le segment premium de Diageo ciblant les consommateurs haut de gamme:

• Dépenses annuelles moyennes: 1 200 $ par consommateur
• MARCHES CIBLEAU: Johnnie Walker Blue Label, Vodka Ciroc Ultra-Premium
• Valeur marchande mondiale des spiritueux premium: 53,8 milliards de dollars en 2023

Professionnels urbains mondiaux

Caractéristiques clés du segment des consommateurs urbains:

Région	Bracket de revenu cible	Volume de consommation
Amérique du Nord	$75,000-$150,000	4,2 litres par habitant
Europe	€50,000-€120,000	3,8 litres par habitant

Consommateurs de marché émergents

Analyse des segments de marché émergents:

• Pays cibles: Inde, Brésil, Chine
• Taux de croissance du marché: 7,2% par an
• Plage de revenus disponibles: 10 000 $ - 30 000 $

Divers groupes démographiques

Répartition mondiale du segment des consommateurs:

Groupe d'âge	Pénétration du marché	Catégorie de produit préférée
18-25	15.6%	Boissons RTD (prêt à boire)
26-45	42.3%	Whisky et spiritueux premium
46-65	29.7%	Vin et esprits traditionnels

Diageo PLC (DEO) - Modèle d'entreprise: Structure des coûts

Frais de marketing et de développement de la marque

Les dépenses de marketing de Diageo pour l'exercice 2023 ont totalisé 2,33 milliards de livres sterling, ce qui représente 22,4% des ventes nettes. La société a alloué des ressources importantes au développement de marque à travers son portefeuille mondial.

Catégorie de dépenses de marketing	Montant (million de livres sterling)	Pourcentage de ventes nettes
Dépenses de marketing mondiales	2,330	22.4%
Investissement en marketing numérique	468	4.5%
Coûts d'innovation de marque	276	2.7%

Coûts de fabrication et de production

Au cours de l'exercice 2023, les dépenses de fabrication totales de Diageo ont atteint 3,1 milliards de livres sterling, avec des investissements importants dans l'efficacité de la production et la technologie.

• Coûts de production totaux: 3 100 millions de livres sterling
• Installations de fabrication du monde entier: 132 sites
• Coût de production moyen par litre: 4,82 £

Investissements de la chaîne d'approvisionnement et de la distribution

Diageo a investi 687 millions de livres sterling dans les réseaux d'optimisation de la chaîne d'approvisionnement et de distribution au cours de l'exercice 2023.

Catégorie d'investissement de la chaîne d'approvisionnement	Montant (million de livres sterling)
Logistique et transport	342
Modernisation de l'entrepôt	215
Technologie de distribution	130

Dépenses de recherche et développement

Diageo a alloué 276 millions de livres sterling aux initiatives de recherche et développement au cours de l'exercice 2023, en se concentrant sur l'innovation et la durabilité des produits.

• Dépenses totales de R&D: 276 millions de livres sterling
• Budget de développement de nouveaux produits: 124 millions de livres sterling
• Investissement de l'innovation technologique: 152 millions de livres sterling

Initiatives de durabilité et de responsabilité des entreprises

Diageo a engagé 435 millions de livres sterling dans les programmes de durabilité et les efforts de responsabilité des entreprises au cours de l'exercice 2023.

Catégorie d'investissement en durabilité	Montant (million de livres sterling)
Durabilité environnementale	276
Programmes d'impact social	159

Diageo PLC (DEO) - Modèle d'entreprise: Strots de revenus

Ventes de boissons alcoolisées dans plusieurs catégories de produits

Les ventes nettes totales de Diageo pour l'exercice 2023 étaient de 15,5 milliards de livres sterling. Répartition des revenus par catégories de produits clés:

Catégorie de produits	Revenus (milliards de livres sterling)	Pourcentage
Whisky écossais	4.2	27.1%
Vodka	2.8	18.1%
Tequila	1.9	12.3%
Gin	1.5	9.7%
Autres esprits	5.1	32.8%

Présence mondiale du marché et sources de revenus diversifiées

Distribution géographique des revenus pour l'exercice 2023:

Région	Revenus (milliards de livres sterling)	Pourcentage
Amérique du Nord	6.3	40.6%
Europe	3.7	23.9%
Afrique	2.2	14.2%
Asie-Pacifique	2.8	18.1%
l'Amérique latine	0.5	3.2%

Stratégies de tarification de la marque premium

Prix ​​moyen pour les marques premium:

• Étiquette de bleu Johnnie Walker: 180 £ par bouteille
• Casamigos Tequila: 55 £ par bouteille
• Ketel One Vodka: 35 £ par bouteille
• Tanqueray n ° dix gin: 40 £ par bouteille

Revenus de licence et d'extension de marque

Revenus de licence de marque et d'extension pour 2023: 325 millions de livres sterling

Canaux de vente numériques et directs aux consommateurs

Ventes en ligne et revenus des canaux numériques: 480 millions de livres sterling, ce qui représente 3,1% des revenus totaux

Canal de vente numérique	Revenus (millions de livres sterling)
Plates-formes de commerce électronique	280
Sites Web de marque directes	120
Applications mobiles	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.