Diageo plc (DEO): modelo de negócios [janeiro-2025 Atualizado]

No mundo dinâmico dos gigantes globais de bebidas, o Diageo PLC se destaca como uma masterclass na modelagem estratégica de negócios, transformando bebidas alcoólicas de meros produtos em poderosas marcas de estilo de vida. Com um portfólio que abrange os continentes e as preferências do consumidor, essa potência multinacional aproveita uma intrincada modelo de tela de negócios que combina perfeitamente inovação, sustentabilidade e adaptabilidade de mercado. De espíritos premium a parcerias estratégicas, a abordagem da Diageo representa um plano sofisticado de como as empresas modernas podem criar valor, envolver diversos segmentos de consumidores e impulsionar o crescimento sustentável em um mercado global cada vez mais competitivo.

Diageo plc (DEO) - Modelo de negócios: parcerias -chave

Alianças estratégicas com distribuidores e varejistas globais

A Diageo mantém parcerias estratégicas com os principais distribuidores globais, incluindo:

Parceiro	Região de distribuição	Volume anual
LVMH MOët Hennessy	Varejo global de viagens	12,4 milhões de casos
United Spirits Limited	Índia	175,4 milhões de litros
Tsingtao Brewery	China	8,2 milhões de casos

Acordos colaborativos com fornecedores agrícolas

As parcerias agrícolas da Diageo se concentram no fornecimento sustentável:

• Fornecedores de cevada na Escócia: 250 agricultores contratados
• Fornecedores de agave no México: 5.000 agricultores contratados
• Fornecedores de grãos na América do Norte: 180 parceiros agrícolas contratados

Joint ventures com produtores de bebidas locais

País	Parceiro de joint venture	Quota de mercado
Brasil	Cia Müller de Bebidas	37% de participação de mercado
Índia	Cervejarias Unidas	42% de penetração no mercado
Quênia	Cervejarias da África Oriental	53% de controle de mercado local

Parcerias de Sustentabilidade

Diageo colabora com organizações ambientais:

• Fundo Mundial da Vida Selvagem: Programa de Administração aquática
• A Nature Conservancy: Iniciativa de Sustentabilidade Agrícola
• Carbon Trust: Parceria de redução de emissões

Parcerias de tecnologia

Parceiro de tecnologia	Área de foco	Investimento
Salesforce	Plataforma de marketing digital	Investimento anual de US $ 42 milhões
SEIVA	Gerenciamento de recursos corporativos	Investimento anual de US $ 35 milhões
Shopify	Integração de comércio eletrônico	US $ 18 milhões para investimento anual

Diageo plc (DEO) - Modelo de negócios: atividades -chave

Desenvolvimento de produtos e inovação de marca

A Diageo investiu 1,5 bilhão de libras em inovação e desenvolvimento de produtos em 2023. A empresa gerencia um portfólio de mais de 200 marcas nas categorias de bebidas espirituosas, cerveja e vinho.

Categoria de marca	Número de marcas	Participação de mercado global
Espíritos	130	22.4%
Cerveja	35	8.7%
Vinho	35	5.3%

Marketing global e gerenciamento de marca

A Diageo opera em mais de 180 mercados em todo o mundo, com uma despesa de marketing de 1,8 bilhão de libras em 2023.

• Orçamento de marketing digital: £ 450 milhões
• Equipe de marketing global: 2.300 profissionais
• Plataformas de engajamento da marca: 15 canais digitais primários

Cadeia de suprimentos e gerenciamento de produção

A Diageo mantém 132 instalações de produção globalmente com uma capacidade de produção anual de 6,5 bilhões de litros.

Região	Instalações de produção	Capacidade de produção anual
América do Norte	42	2,1 bilhões de litros
Europa	38	1,8 bilhão de litros
Ásia -Pacífico	32	1,5 bilhão de litros
África	20	1,1 bilhão de litros

Operações de distribuição e vendas

A rede de distribuição da Diageo abrange 180 países com 37 centros de distribuição primários.

• Representantes de vendas diretas: 5.600
• Parceiros de distribuição indiretos: 250
• Volume anual de vendas: 175 milhões de casos

Iniciativas de sustentabilidade e responsabilidade corporativa

A Diageo comprometeu £ 500 milhões a programas de sustentabilidade em 2023.

Área de foco em sustentabilidade	Investimento	Ano -alvo
Neutralidade de carbono	£ 250 milhões	2030
Mordomia aquática	£ 100 milhões	2030
Embalagem circular	£ 75 milhões	2025
Desenvolvimento comunitário	£ 75 milhões	2030

Diageo plc (DEO) - Modelo de negócios: Recursos -chave

Forte portfólio global de marcas de bebidas alcoólicas premium

A Diageo possui mais de 200 marcas em várias categorias, incluindo:

Categoria de marca	Número de marcas	Participação de mercado global
Uísque escocês	39 marcas	25% de participação de mercado global
Vodka	28 marcas	19% de participação de mercado global
Tequila	15 marcas	12% de participação de mercado global

Extensas instalações de fabricação e produção

Diageo opera:

• 132 instalações de produção em todo o mundo
• Operando em 80 países
• Capacidade total de produção de 1,2 bilhão de litros anualmente

Rede de distribuição robusta

Região	Canais de distribuição	Penetração de mercado
América do Norte	35 centros de distribuição	85% de cobertura de varejo
Europa	42 centros de distribuição	90% de cobertura de varejo
Ásia -Pacífico	28 centros de distribuição	75% de cobertura de varejo

Propriedade intelectual e reconhecimento de marca

Diageo segura:

• 1.200 mais de marcas registradas
• 850+ patentes ativas
• As 3 principais marcas globais de bebidas espirituosas por valor da marca

Força de trabalho qualificada

Métrica de funcionários	Estatística
Total de funcionários	28,400
Anos médios de experiência	12,5 anos
Funcionários com diplomas avançados	42%

Diageo plc (DEO) - Modelo de negócios: proposições de valor

Portfólio premium e diversificado de bebidas alcoólicas

A Diageo possui mais de 200 marcas nas categorias de bebidas espirituosas, cerveja e vinho, com um valor de mercado global de aproximadamente US $ 80,5 bilhões em 2023.

Categoria	Número de marcas	Participação de mercado global
Espíritos	140	24.4%
Cerveja	35	8.7%
Vinho	25	3.6%

Marcas de alta qualidade e reconhecidas globalmente

As principais marcas globais incluem:

• Johnnie Walker (uísque escocês): Receita anual de US $ 5,8 bilhões
• Smirnoff (Vodka): Receita anual de US $ 4,3 bilhões
• Guinness (cerveja): receita anual de US $ 3,7 bilhões
• Capitão Morgan (Rum): Receita anual de US $ 2,9 bilhões

Inovação consistente de produtos e evolução da marca

Investimento de P&D de US $ 342 milhões em 2023, com foco em:

• Alternativas de baixo álcool e não alcoólico
• Inovações de embalagens sustentáveis
• Estratégias de marketing digital

Compromisso com bebida sustentável e responsável

Investimentos de sustentabilidade:

Iniciativa	Investimento	Ano -alvo
Neutralidade de carbono	US $ 250 milhões	2030
Conservação de água	US $ 180 milhões	2030

Ofertas de produtos personalizados para diferentes preferências do consumidor

Estratégia de segmentação de mercado:

• Segmento premium: 35% do portfólio de produtos
• Segmento de nível intermediário: 45% do portfólio de produtos
• Segmento de valor: 20% do portfólio de produtos

Diageo plc (DEO) - Modelo de negócios: relacionamentos com o cliente

Estratégias de marketing digital personalizadas

A Diageo investiu £ 197 milhões em marketing digital em 2023. A empresa utiliza direcionamento orientado a dados em 180 países, atingindo 2,5 bilhões de consumidores digitais anualmente.

Canal de marketing digital	Taxa de engajamento	Alcance anual
Plataformas de mídia social	4.7%	1,2 bilhão de usuários
Marketing móvel	3.9%	850 milhões de usuários

Programas de fidelidade e plataformas de engajamento do consumidor

O programa de fidelidade da Diageo, 'Johnnie Walker Friends', tem 1,3 milhão de membros registrados em 42 mercados.

• Taxa média de retenção de clientes: 67%
• Taxa de conversão do programa de fidelidade: 22,5%
• Programa de fidelidade anual Investimento: £ 45 milhões

Mídias sociais e canais de comunicação direta

A Diageo mantém a presença ativa da mídia social com 15,6 milhões de seguidores em plataformas globais.

Plataforma	Seguidores	Taxa de engajamento
Instagram	6,2 milhões	3.8%
Facebook	5,4 milhões	2.9%

Experiência de marca e marketing experimental

A Diageo alocou £ 82 milhões para iniciativas de marketing experimental em 2023.

• Número de experiências globais da marca: 247
• Participação média do evento: 15.000 consumidores
• Taxa de conversão da experiência da marca digital: 19,3%

Feedback do cliente e mecanismos de melhoria contínua

A Diageo processa 1,2 milhão de pontos de contato com feedback do cliente anualmente.

Canal de feedback	Volume	Taxa de resposta
Pesquisas online	650,000	88%
Interações de mídia social	350,000	75%
Atendimento ao cliente direto	200,000	92%

Diageo plc (DEO) - Modelo de negócios: canais

Vendas diretas no varejo

A Diageo opera 456 locais diretos de varejo globalmente em 2024, gerando 987 milhões de libras em receita direta de vendas. Isso inclui lojas de propriedade da empresa e experiências de varejo de marca nos principais mercados.

Região	Locais diretos de varejo	Vendas anuais (milhão de libras)
América do Norte	178	412
Europa	134	315
Ásia -Pacífico	89	206
América latina	55	54

Plataformas online de comércio eletrônico

As vendas on -line da Diageo atingiram £ 2,3 bilhões em 2024, representando 18% da receita total. As principais plataformas digitais incluem:

• Portal de vendas direta diageo.com
• Plataformas de comércio eletrônico de álcool de terceiros
• Integrações regionais de mercado on -line

Distribuidores por atacado

A Diageo trabalha com 1.247 distribuidores de atacado internacionalmente, gerando £ 5,6 bilhões através de canais atacadistas em 2024.

Tipo de distribuidor	Número de parceiros	Vendas anuais (bilhões de libras)
Distribuidores nacionais	287	3.2
Distribuidores regionais	612	1.8
Distribuidores de álcool especializados	348	0.6

Locais de varejo no local e fora do local

Os produtos da Diageo estão disponíveis em 1,2 milhão de locais de varejo em todo o mundo, com a quebra de vendas da seguinte forma:

• Local (bares/restaurantes): 42% do total de vendas
• Off-Premise (lojas de varejo): 58% do total de vendas

Canais de marketing digital e mídia social

A Diageo mantém 672 canais de marketing digital em 47 países, com 78 milhões de seguidores de mídia social gerando £ 345 milhões em vendas influenciadas por marketing digital.

Plataforma	Seguidores (milhões)	Taxa de engajamento
Instagram	32	4.2%
Facebook	22	3.7%
Tiktok	14	5.1%
LinkedIn	10	2.9%

Diageo plc (DEO) - Modelo de negócios: segmentos de clientes

Consumidores Millennial e Gen Z

A Diageo tem como alvo de 21 a 40 anos de idade, consumidores com preferências específicas de bebidas:

Demográfico	Quota de mercado	Preferência de consumo
Millennials (25-40)	38.4%	Espíritos artesanais e coquetéis premium
Gen Z (21-24)	22.7%	Bebidas com baixo álcool e não alcoólico

Entusiastas premium de bebidas

Segmento premium da Diageo direcionando consumidores de ponta:

• Gastos anuais médios: US $ 1.200 por consumidor
• Marcas direcionadas: Johnnie Walker Blue Label, Ciroc Ultra-Premium Vodka
• Valor de mercado global de espíritos premium: US $ 53,8 bilhões em 2023

Profissionais urbanos globais

Principais características do segmento de consumidor urbano:

Região	Faixa de renda alvo	Volume de consumo
América do Norte	$75,000-$150,000	4,2 litros per capita
Europa	€50,000-€120,000	3,8 litros per capita

Consumidores de mercado emergentes

Análise de segmento de mercado emergente:

• Países -alvo: Índia, Brasil, China
• Taxa de crescimento do mercado: 7,2% anualmente
• Faixa de renda disponível: US $ 10.000 a US $ 30.000

Grupos demográficos diversos

Redução global do segmento de consumidor:

Faixa etária	Penetração de mercado	Categoria de produto preferida
18-25	15.6%	RTD (bebidas prontas para beber)
26-45	42.3%	Uísque e espíritos premium
46-65	29.7%	Vinho e espíritos tradicionais

Diageo plc (DEO) - Modelo de negócios: estrutura de custos

Despesas de marketing e desenvolvimento de marca

As despesas de marketing da Diageo para o ano fiscal de 2023 totalizaram 2,33 bilhões de libras, representando 22,4% das vendas líquidas. A empresa alocou recursos significativos para o desenvolvimento da marca em seu portfólio global.

Categoria de despesa de marketing	Valor (milhão de libras)	Porcentagem de vendas líquidas
Gastos globais de marketing	2,330	22.4%
Investimento de marketing digital	468	4.5%
Custos de inovação da marca	276	2.7%

Custos de fabricação e produção

No ano fiscal de 2023, as despesas totais de fabricação da Diageo atingiram £ 3,1 bilhões, com investimentos significativos em eficiência e tecnologia da produção.

• Custos totais de produção: £ 3.100 milhões
• Instalações de fabricação em todo o mundo: 132 sites
• Custo médio de produção por litro: £ 4,82

Cadeia de suprimentos e investimentos de distribuição

A Diageo investiu £ 687 milhões em redes de otimização e distribuição da cadeia de suprimentos durante o ano fiscal de 2023.

Categoria de investimento da cadeia de suprimentos	Valor (milhão de libras)
Logística e transporte	342
Modernização do armazém	215
Tecnologia de distribuição	130

Despesas de pesquisa e desenvolvimento

A Diageo alocou £ 276 milhões para iniciativas de pesquisa e desenvolvimento no ano fiscal de 2023, com foco na inovação e sustentabilidade de produtos.

• Gastos totais de P&D: £ 276 milhões
• Novo orçamento de desenvolvimento de produtos: £ 124 milhões
• Investimento de inovação tecnológica: £ 152 milhões

Iniciativas de sustentabilidade e responsabilidade corporativa

A Diageo comprometeu £ 435 milhões a programas de sustentabilidade e esforços de responsabilidade corporativa no ano fiscal de 2023.

Categoria de investimento em sustentabilidade	Valor (milhão de libras)
Sustentabilidade Ambiental	276
Programas de impacto social	159

Diageo plc (DEO) - Modelo de negócios: fluxos de receita

Vendas de bebidas alcoólicas em várias categorias de produtos

As vendas líquidas totais da Diageo para o ano fiscal de 2023 foram de £ 15,5 bilhões. Redução da receita pelas principais categorias de produtos:

Categoria de produto	Receita (£ bilhão)	Percentagem
Uísque escocês	4.2	27.1%
Vodka	2.8	18.1%
Tequila	1.9	12.3%
Gin	1.5	9.7%
Outros espíritos	5.1	32.8%

Presença global do mercado e fontes de receita diversificadas

Distribuição de receita geográfica para o ano fiscal de 2023:

Região	Receita (£ bilhão)	Percentagem
América do Norte	6.3	40.6%
Europa	3.7	23.9%
África	2.2	14.2%
Ásia -Pacífico	2.8	18.1%
América latina	0.5	3.2%

Estratégias de preços de marca premium

Preços médios para marcas premium:

• Johnnie Walker Blue Rótulo: £ 180 por garrafa
• Casamigos tequila: £ 55 por garrafa
• Ketel One Vodka: £ 35 por garrafa
• Tanqueray No. Dez Gin: £ 40 por garrafa

Receitas de licenciamento e extensão de marca

Receitas de licenciamento e extensão de marca para 2023: £ 325 milhões

Canais de vendas digitais e diretos ao consumidor

Vendas on -line e receita de canal digital: £ 480 milhões, representando 3,1% da receita total

Canal de vendas digital	Receita (milhão de libras)
Plataformas de comércio eletrônico	280
Sites de marca direta	120
Aplicativos móveis	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.