Diageo plc (DEO): Business Model Canvas

In der dynamischen Welt der globalen Getränkeriesen gilt Diageo plc als Meisterklasse in der strategischen Geschäftsmodellierung und verwandelt alkoholische Getränke von reinen Produkten in leistungsstarke Lifestyle-Marken. Mit einem Portfolio, das Kontinente und Verbraucherpräferenzen umfasst, nutzt dieses multinationale Kraftpaket ein komplexes Business Model Canvas, das Innovation, Nachhaltigkeit und Marktanpassungsfähigkeit nahtlos miteinander verbindet. Von Premium-Spirituosen bis hin zu strategischen Partnerschaften stellt der Ansatz von Diageo einen ausgefeilten Entwurf dafür dar, wie moderne Unternehmen Werte schaffen, unterschiedliche Verbrauchersegmente ansprechen und nachhaltiges Wachstum in einem zunehmend wettbewerbsintensiven globalen Markt vorantreiben können.

Diageo plc (DEO) – Geschäftsmodell: Wichtige Partnerschaften

Strategische Allianzen mit globalen Distributoren und Einzelhändlern

Diageo unterhält strategische Partnerschaften mit wichtigen globalen Vertriebshändlern, darunter:

Partner	Verbreitungsgebiet	Jahresvolumen
LVMH Moët Hennessy	Globaler Reiseeinzelhandel	12,4 Millionen Fälle
United Spirits Limited	Indien	175,4 Millionen Liter
Tsingtao-Brauerei	China	8,2 Millionen Fälle

Kooperationsvereinbarungen mit Agrarlieferanten

Die landwirtschaftlichen Partnerschaften von Diageo konzentrieren sich auf nachhaltige Beschaffung:

• Gerstenlieferanten in Schottland: 250 Vertragsbauern
• Agavenlieferanten in Mexiko: 5.000 Vertragsbauern
• Getreidelieferanten in Nordamerika: 180 landwirtschaftliche Vertragspartner

Joint Ventures mit lokalen Getränkeherstellern

Land	Joint-Venture-Partner	Marktanteil
Brasilien	Cia Müller de Bebidas	37 % Marktanteil
Indien	Vereinigte Brauereien	42 % Marktdurchdringung
Kenia	Ostafrikanische Brauereien	53 % lokale Marktkontrolle

Nachhaltigkeitspartnerschaften

Diageo arbeitet mit Umweltorganisationen zusammen:

• World Wildlife Fund: Water-Stewardship-Programm
• The Nature Conservancy: Landwirtschaftliche Nachhaltigkeitsinitiative
• Carbon Trust: Partnerschaft zur Emissionsreduzierung

Technologiepartnerschaften

Technologiepartner	Fokusbereich	Investition
Salesforce	Digitale Marketingplattform	42 Millionen US-Dollar jährliche Investition
SAP	Unternehmensressourcenmanagement	Jährliche Investition von 35 Millionen US-Dollar
Shopify	E-Commerce-Integration	Jährliche Investition von 18 Millionen US-Dollar

Diageo plc (DEO) – Geschäftsmodell: Hauptaktivitäten

Produktentwicklung und Markeninnovation

Diageo investierte im Jahr 2023 1,5 Milliarden Pfund in Innovation und Produktentwicklung. Das Unternehmen verwaltet ein Portfolio von über 200 Marken in den Kategorien Spirituosen, Bier und Wein.

Markenkategorie	Anzahl der Marken	Globaler Marktanteil
Geister	130	22.4%
Bier	35	8.7%
Wein	35	5.3%

Globales Marketing und Markenmanagement

Diageo ist in über 180 Märkten weltweit tätig und investiert im Jahr 2023 Marketingausgaben in Höhe von 1,8 Milliarden Pfund.

• Budget für digitales Marketing: 450 Millionen Pfund
• Globales Marketingteam: 2.300 Fachleute
• Markenengagement-Plattformen: 15 primäre digitale Kanäle

Lieferketten- und Produktionsmanagement

Diageo unterhält weltweit 132 Produktionsanlagen mit einer jährlichen Produktionskapazität von 6,5 Milliarden Litern.

Region	Produktionsanlagen	Jährliche Produktionskapazität
Nordamerika	42	2,1 Milliarden Liter
Europa	38	1,8 Milliarden Liter
Asien-Pazifik	32	1,5 Milliarden Liter
Afrika	20	1,1 Milliarden Liter

Vertriebs- und Verkaufsaktivitäten

Das Vertriebsnetz von Diageo umfasst 180 Länder mit 37 Hauptvertriebszentren.

• Direktvertriebsmitarbeiter: 5.600
• Indirekte Vertriebspartner: 250
• Jährliches Verkaufsvolumen: 175 Millionen Kartons

Nachhaltigkeits- und Corporate-Responsibility-Initiativen

Diageo hat im Jahr 2023 500 Millionen Pfund für Nachhaltigkeitsprogramme bereitgestellt.

Schwerpunktbereich Nachhaltigkeit	Investition	Zieljahr
CO2-Neutralität	250 Millionen Pfund	2030
Wasserverwaltung	100 Millionen Pfund	2030
Kreislaufverpackung	75 Millionen Pfund	2025
Gemeinschaftsentwicklung	75 Millionen Pfund	2030

Diageo plc (DEO) – Geschäftsmodell: Schlüsselressourcen

Starkes globales Portfolio an Premium-Marken für alkoholische Getränke

Diageo besitzt über 200 Marken in mehreren Kategorien, darunter:

Markenkategorie	Anzahl der Marken	Globaler Marktanteil
Scotch Whisky	39 Marken	25 % Weltmarktanteil
Wodka	28 Marken	19 % Weltmarktanteil
Tequila	15 Marken	12 % Weltmarktanteil

Umfangreiche Fertigungs- und Produktionsanlagen

Diageo betreibt:

• 132 Produktionsstandorte weltweit
• In 80 Ländern tätig
• Gesamtproduktionskapazität von 1,2 Milliarden Litern pro Jahr

Robustes Vertriebsnetz

Region	Vertriebskanäle	Marktdurchdringung
Nordamerika	35 Vertriebszentren	85 % Einzelhandelsabdeckung
Europa	42 Vertriebszentren	90 % Einzelhandelsabdeckung
Asien-Pazifik	28 Vertriebszentren	75 % Einzelhandelsabdeckung

Geistiges Eigentum und Markenbekanntheit

Diageo hält:

• Über 1.200 eingetragene Marken
• Über 850 aktive Patente
• Top 3 der globalen Spirituosenmarken nach Markenwert

Qualifizierte Arbeitskräfte

Mitarbeitermetrik	Statistik
Gesamtzahl der Mitarbeiter	28,400
Durchschnittliche jahrelange Erfahrung	12,5 Jahre
Mitarbeiter mit höheren Abschlüssen	42%

Diageo plc (DEO) – Geschäftsmodell: Wertversprechen

Hochwertiges und vielfältiges Portfolio an alkoholischen Getränken

Diageo besitzt mehr als 200 Marken in den Kategorien Spirituosen, Bier und Wein mit einem globalen Marktwert von etwa 80,5 Milliarden US-Dollar (Stand 2023).

Kategorie	Anzahl der Marken	Globaler Marktanteil
Geister	140	24.4%
Bier	35	8.7%
Wein	25	3.6%

Hochwertige, weltweit anerkannte Marken

Zu den wichtigsten globalen Marken gehören:

• Johnnie Walker (Scotch Whisky): 5,8 Milliarden US-Dollar Jahresumsatz
• Smirnoff (Wodka): 4,3 Milliarden US-Dollar Jahresumsatz
• Guinness (Bier): 3,7 Milliarden US-Dollar Jahresumsatz
• Captain Morgan (Rum): 2,9 Milliarden US-Dollar Jahresumsatz

Konsequente Produktinnovation und Markenentwicklung

F&E-Investitionen von 342 Millionen US-Dollar im Jahr 2023 mit Schwerpunkt auf:

• Alkoholarme und alkoholfreie Alternativen
• Nachhaltige Verpackungsinnovationen
• Digitale Marketingstrategien

Engagement für nachhaltiges und verantwortungsvolles Trinken

Nachhaltigkeitsinvestitionen:

Initiative	Investition	Zieljahr
CO2-Neutralität	250 Millionen Dollar	2030
Wasserschutz	180 Millionen Dollar	2030

Maßgeschneiderte Produktangebote für unterschiedliche Verbraucherpräferenzen

Marktsegmentierungsstrategie:

• Premium-Segment: 35 % des Produktportfolios
• Mittelklassesegment: 45 % des Produktportfolios
• Wertsegment: 20 % des Produktportfolios

Diageo plc (DEO) – Geschäftsmodell: Kundenbeziehungen

Personalisierte digitale Marketingstrategien

Diageo investierte im Jahr 2023 197 Millionen Pfund in digitales Marketing. Das Unternehmen nutzt datengesteuertes Targeting in 180 Ländern und erreicht damit jährlich 2,5 Milliarden digitale Verbraucher.

Digitaler Marketingkanal	Engagement-Rate	Jährliche Reichweite
Social-Media-Plattformen	4.7%	1,2 Milliarden Nutzer
Mobiles Marketing	3.9%	850 Millionen Nutzer

Treueprogramme und Verbraucher-Engagement-Plattformen

Diageos Treueprogramm „Johnnie Walker Friends“ hat 1,3 Millionen registrierte Mitglieder in 42 Märkten.

• Durchschnittliche Kundenbindungsrate: 67 %
• Conversion-Rate des Treueprogramms: 22,5 %
• Jährliche Investition in das Treueprogramm: 45 Millionen Pfund

Soziale Medien und direkte Kommunikationskanäle

Diageo unterhält eine aktive Social-Media-Präsenz mit 15,6 Millionen Followern auf globalen Plattformen.

Plattform	Anhänger	Engagement-Rate
Instagram	6,2 Millionen	3.8%
Facebook	5,4 Millionen	2.9%

Markenerlebnis und Erlebnismarketing

Diageo stellte im Jahr 2023 82 Millionen Pfund für Erlebnismarketinginitiativen bereit.

• Anzahl globaler Markenerlebnisse: 247
• Durchschnittliche Veranstaltungsbesucherzahl: 15.000 Verbraucher
• Conversion-Rate des digitalen Markenerlebnisses: 19,3 %

Kundenfeedback und kontinuierliche Verbesserungsmechanismen

Diageo verarbeitet jährlich 1,2 Millionen Kundenfeedback-Touchpoints.

Feedback-Kanal	Lautstärke	Rücklaufquote
Online-Umfragen	650,000	88%
Interaktionen in sozialen Medien	350,000	75%
Direkter Kundenservice	200,000	92%

Diageo plc (DEO) – Geschäftsmodell: Kanäle

Direkter Einzelhandelsverkauf

Diageo betreibt im Jahr 2024 weltweit 456 direkte Einzelhandelsstandorte und erwirtschaftet einen Direktverkaufsumsatz von 987 Millionen Pfund. Dazu gehören unternehmenseigene Geschäfte und Marken-Einzelhandelserlebnisse in wichtigen Märkten.

Region	Direkte Einzelhandelsstandorte	Jahresumsatz (£ Mio.)
Nordamerika	178	412
Europa	134	315
Asien-Pazifik	89	206
Lateinamerika	55	54

Online-E-Commerce-Plattformen

Der Online-Umsatz von Diageo erreichte im Jahr 2024 2,3 Milliarden Pfund, was 18 % des Gesamtumsatzes entspricht. Zu den wichtigsten digitalen Plattformen gehören:

• Direktvertriebsportal Diageo.com
• E-Commerce-Plattformen für Alkohol von Drittanbietern
• Regionale Online-Marktplatz-Integrationen

Großhändler

Diageo arbeitet international mit 1.247 Großhändlern zusammen und erwirtschaftet im Jahr 2024 über Großhandelskanäle 5,6 Milliarden Pfund.

Verteilertyp	Anzahl der Partner	Jahresumsatz (Milliarden Pfund)
Nationale Vertriebspartner	287	3.2
Regionale Vertriebspartner	612	1.8
Spezialisierte Alkoholhändler	348	0.6

On-Premise- und Off-Premise-Einzelhandelsstandorte

Diageo-Produkte sind in 1,2 Millionen Einzelhandelsstandorten weltweit erhältlich. Die Umsatzverteilung ist wie folgt:

• Vor Ort (Bars/Restaurants): 42 % des Gesamtumsatzes
• Off-Premise (Einzelhandelsgeschäfte): 58 % des Gesamtumsatzes

Digitales Marketing und Social-Media-Kanäle

Diageo unterhält 672 digitale Marketingkanäle in 47 Ländern und generiert mit 78 Millionen Social-Media-Followern 345 Millionen Pfund an durch digitales Marketing beeinflussten Umsätzen.

Plattform	Follower (Millionen)	Engagement-Rate
Instagram	32	4.2%
Facebook	22	3.7%
TikTok	14	5.1%
LinkedIn	10	2.9%

Diageo plc (DEO) – Geschäftsmodell: Kundensegmente

Millennials und Verbraucher der Generation Z

Diageo richtet sich an 21- bis 40-jährige Verbraucher mit spezifischen Getränkepräferenzen:

Demographisch	Marktanteil	Verbrauchspräferenz
Millennials (25–40)	38.4%	Craft-Spirituosen und Premium-Cocktails
Gen Z (21–24)	22.7%	Alkoholarme und alkoholfreie Getränke

Premium-Getränke-Enthusiasten

Diageos Premium-Segment richtet sich an High-End-Konsumenten:

• Durchschnittliche jährliche Ausgaben: 1.200 US-Dollar pro Verbraucher
• Zielmarken: Johnnie Walker Blue Label, Ciroc Ultra-Premium Vodka
• Weltweiter Marktwert für Premium-Spirituosen: 53,8 Milliarden US-Dollar im Jahr 2023

Globale Stadtprofis

Wichtige Merkmale des städtischen Verbrauchersegments:

Region	Zieleinkommensklasse	Verbrauchsvolumen
Nordamerika	$75,000-$150,000	4,2 Liter pro Kopf
Europa	€50,000-€120,000	3,8 Liter pro Kopf

Verbraucher in Schwellenländern

Analyse der Schwellenmarktsegmente:

• Zielländer: Indien, Brasilien, China
• Marktwachstumsrate: 7,2 % jährlich
• Bereich des verfügbaren Einkommens: 10.000 bis 30.000 US-Dollar

Verschiedene demografische Gruppen

Aufschlüsselung der globalen Verbrauchersegmente:

Altersgruppe	Marktdurchdringung	Bevorzugte Produktkategorie
18-25	15.6%	RTD-Getränke (Ready-to-Drink).
26-45	42.3%	Whisky und Premium-Spirituosen
46-65	29.7%	Wein und traditionelle Spirituosen

Diageo plc (DEO) – Geschäftsmodell: Kostenstruktur

Ausgaben für Marketing und Markenentwicklung

Die Marketingausgaben von Diageo für das Geschäftsjahr 2023 beliefen sich auf insgesamt 2,33 Milliarden Pfund, was 22,4 % des Nettoumsatzes entspricht. Das Unternehmen stellte erhebliche Ressourcen für die Markenentwicklung in seinem gesamten globalen Portfolio bereit.

Kategorie der Marketingausgaben	Betrag (£ Mio.)	Prozentsatz des Nettoumsatzes
Globale Marketingausgaben	2,330	22.4%
Investition in digitales Marketing	468	4.5%
Kosten für Markeninnovation	276	2.7%

Herstellungs- und Produktionskosten

Im Geschäftsjahr 2023 beliefen sich die gesamten Herstellungskosten von Diageo auf 3,1 Milliarden Pfund, wobei erhebliche Investitionen in Produktionseffizienz und Technologie getätigt wurden.

• Gesamtproduktionskosten: 3.100 Millionen Pfund
• Produktionsstätten weltweit: 132 Standorte
• Durchschnittliche Produktionskosten pro Liter: 4,82 £

Investitionen in Lieferkette und Vertrieb

Diageo investierte im Geschäftsjahr 2023 687 Millionen Pfund in die Optimierung der Lieferkette und Vertriebsnetzwerke.

Kategorie „Supply-Chain-Investitionen“.	Betrag (£ Mio.)
Logistik und Transport	342
Lagermodernisierung	215
Vertriebstechnik	130

Forschungs- und Entwicklungsausgaben

Diageo hat im Geschäftsjahr 2023 276 Millionen Pfund für Forschungs- und Entwicklungsinitiativen bereitgestellt, die sich auf Produktinnovation und Nachhaltigkeit konzentrieren.

• Gesamtausgaben für Forschung und Entwicklung: 276 Millionen Pfund
• Budget für die Entwicklung neuer Produkte: 124 Millionen Pfund
• Investition in Technologieinnovation: 152 Millionen Pfund

Nachhaltigkeits- und Corporate-Responsibility-Initiativen

Diageo hat im Geschäftsjahr 2023 435 Millionen Pfund für Nachhaltigkeitsprogramme und unternehmerische Verantwortung bereitgestellt.

Kategorie „Nachhaltige Investitionen“.	Betrag (£ Mio.)
Umweltverträglichkeit	276
Social-Impact-Programme	159

Diageo plc (DEO) – Geschäftsmodell: Einnahmequellen

Verkauf von alkoholischen Getränken über mehrere Produktkategorien hinweg

Der Gesamtnettoumsatz von Diageo belief sich im Geschäftsjahr 2023 auf 15,5 Milliarden Pfund. Aufschlüsselung des Umsatzes nach wichtigen Produktkategorien:

Produktkategorie	Umsatz (Milliarden Pfund)	Prozentsatz
Scotch Whisky	4.2	27.1%
Wodka	2.8	18.1%
Tequila	1.9	12.3%
Gin	1.5	9.7%
Andere Geister	5.1	32.8%

Globale Marktpräsenz und diversifizierte Einnahmequellen

Geografische Umsatzverteilung für das Geschäftsjahr 2023:

Region	Umsatz (Milliarden Pfund)	Prozentsatz
Nordamerika	6.3	40.6%
Europa	3.7	23.9%
Afrika	2.2	14.2%
Asien-Pazifik	2.8	18.1%
Lateinamerika	0.5	3.2%

Preisstrategien für Premiummarken

Durchschnittliche Preispunkte für Premiummarken:

• Johnnie Walker Blue Label: 180 £ pro Flasche
• Casamigos Tequila: 55 £ pro Flasche
• Ketel One Vodka: 35 £ pro Flasche
• Tanqueray No. Ten Gin: 40 £ pro Flasche

Einnahmen aus Lizenzen und Markenerweiterungen

Einnahmen aus Markenlizenzen und -erweiterungen für 2023: 325 Millionen Pfund

Digitale und Direct-to-Consumer-Vertriebskanäle

Umsatz aus Online-Verkäufen und digitalen Kanälen: 480 Millionen Pfund, was 3,1 % des Gesamtumsatzes entspricht

Digitaler Vertriebskanal	Umsatz (Mio. £)
E-Commerce-Plattformen	280
Direkte Marken-Websites	120
Mobile Anwendungen	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.