Turnover: 20 billion EUR (2022)

Country: United Kingdom

Diageo is a British company founded in 1997 following a merger between the Guinness brewery and Grand Metropolitan. Today, the company has offices in 80 countries and sells in 180 countries worldwide

The company is listed on the London Stock Exchange and is part of the FTSE 100

Until 2017, it was the world's largest distiller. Diageo's best-known brands include Smirnoff (the world's best-selling vodka), Johnnie Walker, Baileys (the world's best-selling liqueur) and Guinness.

News

Diageo regains control of its premium spirits in France 08/02/2024

  • Diageo, world leader in spirits, creates its subsidiary in France
  • Diageo takes over direct sales of the majority of the brands it has distributed since the 2000s via MHD (Moët Hennesssy Diageo) in France.
  • Only three of its brands are marketed via MHD in France: Johnny Walker, J & B, and Gordon's gin.
  • The UK's Diageo is present in France with a market share of 7.9%.
  • Diageo's total sales are 20.5 billion euros, two-thirds of which come from the premium spirits segment.
  • In this segment, its market share in France is just 3.6%.
  • The Group has a much higher market share in other countries: 47% in Greece, 24.4% in Spain and 13.7% in Italy.
  • The transfer of MHD (Moët Hennesssy Diageo) brands to the new Diageo subsidiary in France will begin in March 2024
  • Diageo plans to develop its tequila offer in particular, with the Don Julio brand.
  • Two exclusive distributors are planned for sales to wine merchants: Dugas for Tanqueray gin, Tekel One vodka and a range of pure malt whiskies; and La Maison du Whisky for Don Julio tequila.

Diageo no longer relies on LVMH to win over the French 25/11/2023

  • Diageo (Johnnie Walker, J&B, Smirnoff, Tanqueray, Bailey's, Casamigas...), the world's leading spirits company, has set up its own distribution subsidiary in France
  • Diageo is a 34% shareholder in Moët Hennessy.
  • Diageo entrusted the distribution of its spirits to MHD (Moët Hennessy Diageo) in 1998.
  • from March 1, the new Diageo subsidiary will take over direct marketing of almost all its brands.
  • Diageo believes that its portfolio has been too slow to move upmarket in France.
  • The group is counting on its development in out-of-home channels (bars, hotels, restaurants, nightclubs, etc.), also known as "on trade", which accounts for only 20% to 30% of Diageo's sales in France
  • Diageo plans to increase its market share in France from 7.9% to 10% within three years.
  • Diageo ranks third in the French market behind Pernod-Ricard and La Martiniquaise.
  • Diageo plans to expand its global footprint in the general alcoholic beverage market to 6% by 2030, up from 4% today.
  • MHD will continue to distribute the Moët Hennessy portfolio as well as some of Diageo's most iconic brands in the French market.
  • A competitor, Beam Suntory, will take over distribution of Campari brands in France from January.

Financial Data

DUNS: 347954380

Legal Name: DIAGEO (FRANCE)

Address: 73 RUE DE PROVENCE , 75009 PARIS 9

Number of employees: Au moins 1 salarié (2024)

Capital: 22 632 700 EUR


Financial Data:

Year 2018 2017 2016 2015
Turnover 1 318 800 1 386 400 2 336 686 2 560 143
Gross margin (€) 1 318 807 1 386 407 2 336 696 2 560 151
EBITDA (€) -452 051 -675 682 -165 317 -167 925
Operating profit (€) -460 289 -689 602 -172 048 -180 900
Net profit (€) 2 391 529 -2 145 074 2 509 121 1 288 937
Turnover growth rate (%) -4,9 -40,7 -8,7 -
Ebitda margin rate (%) -34,3 -48,7 -7,1 -6,6
Operating margin rate (%) -34,9 -49,7 -7,4 -7,1
Working Capital (turnover days) 7 589,9 6 567,8 4 007,9 3 534
Working Capital requirements (turnover days) -11,5 -17,7 8,4 -11,7
Net margin (%) 181,3 -154,7 107,4 50,3
Added value / Turnover (%) 62,4 51,6 63,1 64,1
Wages and social charges (€) 1 252 076 1 365 343 1 598 077 1 754 122
Salaries / Turnover (%) 94,9 98,5 68,4 68,5

Company Managers:

Position First Name Last Name Age Linkedin
Président Julien, Jean, Marie Ogier 44

Studies mentioning this company

The beer market - UK

Other companies mentioned:

  • Budweiser
  • Heineken UK
  • Corona (AB InBev)
  • Scottish & Newcastle (Heineken UK)
  • Diageo
The rum market - Spain

Other companies mentioned:

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