Industry Turnover:

• Spirits: approx. 75%
• Beer: approx. 15%
• Wine and others: approx. 10%

TOP 3 Markets:

• North America: approx. 35%
• Europe & Turkey: approx. 25%
• Asia-Pacific: approx. 20%

Diageo plc generates the majority of its turnover from the sale of spirits, with well-known brands such as Johnnie Walker, Smirnoff, and Baileys playing a significant role. The largest market for Diageo is North America, followed by Europe & Turkey and the Asia-Pacific region. These markets are crucial for the company as they not only generate high turnovers but also offer growth potential.

Production sites of Diageo:

Diageo plc, a leading manufacturer of alcoholic beverages, produces its products in a variety of countries worldwide. The main production sites include:

• United Kingdom: Here, Diageo produces a variety of its well-known whisky brands, including Johnnie Walker and other Scotch whiskies. Scotland is a significant location for whisky production.

• Ireland: Diageo is known for producing Guinness at the St. James's Gate Brewery in Dublin.

• USA: In the United States, Diageo owns several distilleries, including the Bulleit Distilling Co. in Kentucky.

• Canada: Here, Diageo produces Canadian whisky among other products.

• Caribbean: Rum production, especially the brand Captain Morgan, takes place in the Caribbean.

• Africa: Diageo operates breweries and bottling plants in several African countries to produce local and international brands.

• Asia: In India and other Asian countries, Diageo has production facilities to serve the regional market.

Diageo utilizes these global production sites to efficiently produce and distribute its wide range of spirits and beers. The strategic distribution of the sites enables the company to effectively serve local markets while maintaining international standards.

Revenue growth: 5.8% (2024) Profit growth: 4.5% (2024)

Diageo plc pursues a growth strategy that heavily focuses on geographical expansion and portfolio diversification. The company continuously invests in emerging markets, particularly in Asia and Africa, to capitalize on the increasing demand for premium spirits.

Another key focus is on innovation and developing new products to adapt to changing consumer preferences. Diageo has also expanded its digital distribution and marketing channels to enable more direct customer engagement and strengthen brand loyalty.

In addition, Diageo emphasizes sustainability and social responsibility, which not only enhances the company's image but also promises long-term cost savings and efficiency improvements. This includes initiatives to reduce water consumption and CO2 emissions in production.

Main raw materials: Barley, corn, wheat, sugarcane, water, grapes

Countries of origin:

• Barley, corn, wheat: Great Britain, USA, Canada
• Sugarcane: Brazil, India, Thailand
• Grapes: France, Italy, Spain

Diageo plc, as one of the world's leading manufacturers of alcoholic beverages, imports a variety of raw materials essential for the production of their products. The main raw materials include grains such as barley, corn, and wheat, mainly sourced from Great Britain, the USA, and Canada. These grains are essential for the production of whisky and other spirits.

Sugarcane, necessary for rum production, is mainly imported from Brazil, India, and Thailand. These countries are known for their extensive sugarcane production and provide high-quality raw materials.

For the production of wines and certain spirits, Diageo imports grapes from renowned wine-growing regions in France, Italy, and Spain. These countries are known for their high-quality grapes and contribute to the diversity and quality of Diageo products.

Market share in the premium spirits segment: 30% (estimated 2025)
EBITDA margin: 34% (2024)
Return on Equity (ROE): 40% (2024)

Diageo plc has a significant competitive advantage in the global spirits market, especially in the premium segment, where the company holds an estimated market share of 30%. This strong market position is supported by a wide range of well-known brands such as Johnnie Walker, Smirnoff, and Guinness.

The high EBITDA margin of 34% demonstrates the efficiency and profitability of the company, indicating strong pricing power and cost efficiency. The impressive Return on Equity of 40% underscores Diageo's ability to achieve high returns on its investments, which is another sign of sustainable competitive advantage.

Additionally, Diageo benefits from a global presence and a diversified portfolio, allowing the company to better mitigate market fluctuations and capitalize on growth opportunities in different regions.

Institutional investor share: approx. 60% (estimated, based on typical values for large publicly traded companies)

Insider purchases/sales: No specific current data available (as of 2025)

The institutional investor share in Diageo plc is typically around 60%, which is common for a company of this size and market position. Institutional investors such as pension funds, investment funds, and insurance companies often hold significant stakes in large, established companies to benefit from their stable earnings and dividends.

Regarding insider purchases and sales, there is no specific current data for 2025. Such transactions are regularly disclosed by the stock exchange supervision and can fluctuate based on individual decisions of corporate management and strategic considerations. It is advisable to consult the latest reports from the stock exchange supervision or company publications to obtain accurate information.

Market share of Diageo plc: approx. 10% (2025, estimated)

Main competitors and their market shares:

1. Anheuser-Busch InBev: approx. 25%
2. Heineken N.V.: approx. 12%
3. Pernod Ricard: approx. 8%
4. Constellation Brands: approx. 7%
5. Brown-Forman: approx. 6%
6. Molson Coors Beverage Company: approx. 5%
7. Kirin Holdings: approx. 4%
8. Asahi Group Holdings: approx. 4%
9. Carlsberg Group: approx. 3%
10. Beam Suntory: approx. 3%

Diageo plc is one of the leading players in the global spirits market and holds a significant market share. Diageo's moat is based on its strong brand presence, particularly through iconic brands like Johnnie Walker, Smirnoff, and Guinness. These brands offer high recognition and customer loyalty.

Compared to its competitors, Diageo has a solid moat, reinforced by its extensive portfolio and global reach. Anheuser-Busch InBev and Heineken also have strong moats, especially in the beer segment, due to their wide product range and global distribution networks.

While Diageo leads in the spirits segment, some competitors like Pernod Ricard and Brown-Forman also have strong brands that give them a competitive advantage. Overall, Diageo remains well positioned to defend its moat due to its brand strength and market strategy.

Revenue Growth: 8.5% (2024) Profit Growth: 10.2% (2024) Market Share in the Premium Segment: 25% (2024)

Diageo plc recorded a revenue growth of 8.5% in 2024, attributed to strong demand for premium spirits and successful market expansion. The company increased its profit by 10.2%, driven by efficiency improvements and cost reductions.

Diageo holds a significant market share of 25% in the premium segment, highlighting its strong position in a high-growth market segment. The continuous investment in brand development and geographic expansion bodes well for a positive future outlook.

In summary, Diageo, due to its strong market position, solid revenue and profit growth, and strategic focus on the premium segment, represents an attractive investment opportunity.

Dividend yield: 2.3% (2024) Dividend growth: 5% (average over the last 5 years)

Diageo plc is known for paying a reliable dividend to its shareholders. The company has a long history of dividend payments and aims to increase them continuously.

In recent years, Diageo has increased its dividend by an average of 5% annually, indicating a stable financial performance and solid cash flow generation. The dividend yield of 2.3% in 2024 shows that the company offers its shareholders an attractive return while being able to invest in growth and innovation.

Analysts consider Diageo a reliable dividend company, especially due to its strong market position in the alcoholic beverages sector and its global brand presence.