Diageo

Diageo plc is a British multinational alcoholic beverages company headquartered in London, United Kingdom. It is the world's largest producer of spirits and a major producer of beer and wine. The company was formed in 1997 from the merger of Grand Metropolitan plc and Guinness plc.

Diageo global Crown Royal supply plant, Gimli, Manitoba, Canada

History

• The origins of Diageo can be traced back to 1759, when Arthur Guinness started brewing beer at the St. James's Gate Brewery in Dublin, Ireland. In 1886, the Distillers Company was formed by a group of Scotch whisky distillers, and over time it grew to become the largest whisky producer in the world.
• In 1997, Grand Metropolitan plc and Guinness plc merged to form Diageo. The merger created one of the world's largest alcoholic beverages companies, with a portfolio of brands including Guinness, Johnnie Walker, Smirnoff, and Baileys.
• Since its formation, Diageo has continued to grow through acquisitions and partnerships. In 2014, the company acquired a majority stake in United Spirits Limited, a leading spirits company in India. In 2018, Diageo acquired Casamigos, a premium tequila brand co-founded by actor George Clooney.

Products

Diageo's portfolio includes a wide range of alcoholic beverages, including beer, wine, and spirits. The company's brands include:

Spirits

• Johnnie Walker
• Smirnoff
• Crown Royal
• Bulleit Bourbon
• Don Julio Tequila
• Tanqueray
• Captain Morgan
• Ketel One
• Baileys Irish Cream

Beer

• Guinness
• Harp Lager
• Smithwick's Beer

Wine

• Sterling Vineyards
• Beaulieu Vineyard
• Chalone Vineyard
• Rosenblum Cellars

Corporate social responsibility

• Diageo is committed to responsible drinking and has implemented a number of initiatives to promote this. The company has established a Global Responsible Drinking Strategy, which includes partnerships with NGOs and other organizations to promote responsible drinking.
• Diageo has also made a commitment to reduce its environmental impact. The company has set targets to reduce its greenhouse gas emissions, water use, and waste production.

Controversies

• Diageo has faced a number of controversies over the years, particularly in relation to its marketing practices. In 2008, the company was fined $20 million by the US Federal Trade Commission for deceptive advertising of Smirnoff Ice. The company was found to have marketed the drink as a malt beverage, despite the fact that it was made with vodka.
• In addition to this, Diageo has faced criticism over its marketing of alcoholic beverages in developing countries, particularly in Africa. The company has been accused of using aggressive marketing tactics to promote its products, particularly to young people.

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