Top Story

e4m_logo.png

Home >> Marketing >> Article

Diageo celebrates its two decades in the industry

18-December-2017
Font Size   16
Diageo celebrates its two decades in the industry

Diageo plc, the maker of some of the world’s most iconic drinks including Johnnie Walker scotch, Smirnoff vodka, Tanqueray gin and Guinness stout celebrated its 20th anniversary. Created on 17 December 1997, through the merger of Grand Metropolitan plc and Guinness plc, Diageo has made a place for itself in beverage alcohol, with its products being sold in 180 countries.

 Over the past 20 years Diageo’s share price has increased by 340 per cent, market capital has grown 440 per cent and earnings per share (pre-exceptional items) are 220 per cent higher. The milestone is being celebrated around the world by the company’s 30,400 employees. From a time capsule ceremony at Cardhu distillery in Scotland, the home of Johnnie Walker, to employees in Lagos, Nigeria and Sydney, Australia is toasting the occasion with a dram of Johnnie Walker Black Label.

 In London, to mark the celebration, Diageo’s Chief Executive, Ivan Menezes, along with the team of Scotch Whisky Blenders and fellow members of the senior leadership team opened the market at the London Stock Exchange.

 Ivan Menezes, Diageo Chief Executive said, “I am incredibly proud of what we have achieved over the past 20 years, which is a testament to the commitment of our talented employees past and present.  Diageo is a young company created from the incredible entrepreneurial legacy of John Walker, Pierre Smirnoff, Charles Tanqueray, Arthur Guinness and many more – and this spirit continues today.”

“Our brands are part of celebrations globally every day. As we mark this milestone, it is not only the growth of our brands and business that I will be toasting, but the way we do business. We have made great strides in diversity and inclusion, minimising our environmental impact, our contribution to the communities where we operate and in our aim to reduce the harmful use of alcohol around the world.”
 
Key milestones

  • Diageo plc is created through the merger of Grand Metropolitan and Guinness. The company is listed on the London and New York stock exchanges in December 1997.
  • In 2001, Diageo and Pernod Ricard acquired Canadian alcoholic beverages business Seagram’s. The acquisition brought Crown Royal Canadian whiskey and Captain Morgan rum into the Diageo brand family.
  • Water of Life programme was launched in 2007, to provide safe drinking water and sanitation to people across Africa. Since the launch, the programme has reached more than 10 million people in 21 countries. 
  • The Nolet Family and Diageo formed a new 50/50 company in 2008 to sell, market and distribute Ketel One vodka.
  • In 2008, Diageo launched Drinkiq, an online resource to arm consumers with the tools needed to make informed choices about drinking, including the decision not to drink.
  • Diageo launches the Learning for Life skills programme in Latin America and the Caribbean in 2008. The programme now runs in more than 40 countries, and has reached more than 120,000 people.
  • In 2011, Diageo became the first global company to own a majority stake in the fast growing Chinese White Spirits category through the acquisition of a controlling share of Shui Jing Fang.
  • Diageo also acquired Mey Içki, the leading spirits company in Turkey in 2011.
  • Diageo acquired Meta Abo Brewery in Ethiopia and Ypióca Cachaça in Brazil in 2012.  
  • In 2013, Diageo began its acquisition of United Spirits Limited in India.
  • Diageo became the first alcohol beverage company to sign up to the UN Women's Empowerment Principles in 2013.
  • Diageo gained full control of Don Julio tequila in 2015.
  • Diageo was named as one of the top 25 most diverse and inclusive companies in the 2016 Thomson Reuters Diversity and Inclusion index.
  • In 2017, Diageo acquired the fast growing tequila Casamigos.  
  • Diageo announced its investment to bring back two lost distilleries, Port Ellen and Brora in October 2017.
  • Diageo celebrated training its million responsible drinking ambassadors in 2017 and launched its Drink Positive campaign aimed at promoting moderation and tackling misuse.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...