Diageo - Statistics & Facts

Diageo, is the maker of well-known brands such as Smirnoff vodka, Johnnie Walker Scotch whisky, Baileys liqueur and Guinness stout, and operates as one of the largest beverage companies in the world.

Marketing spend pays off

In 2023, the company generated net sales amounting to about 17.1 billion British pounds . The lion's share of Diageo's net sales was generated in North America. In the United States, Diageo has the largest share of the spirits market by volume. Within its versatile product collection, scotch accounted for the largest net sales share of Diageo's portfolio in that year. Beer and vodka came second and third, respectively. Diageo's marketing spending has grown significantly in recent years. In 2023, marketing spending amounted to over three billion British pounds, up 12 percent on the previous year and 41 more than 2021. About 1.36 billion British pounds were spent on marketing activities in North America alone, accounting for almost half of the total spend.

Market position

Diageo maintains a strong position both the global and U.S. markets. Two of Diageo's whiskey brands were among the top ten best selling whiskeys worldwide in 2022 (McDowell's No. 1, Johnnie Walker, and Crown Royal). In the United States, it was the leading Scotch whisky supplier, capturing over a third of the volume sales share and surpassing competitors like Bacardi USA, the supplier of Dewar's, by a significant margin. That year, Diageo was also the leading vodka supplier, with around 16 percent share of vodka volume sales in the United States.
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Published by Jan Conway, Mar 18, 2024

Key insights

Net sales of Diageo worldwide
34.15bn USD
Operating profit of Diageo worldwide
4,632m GBP
Brands owned by Diageo
34
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Current statistics on this topic

Net sales of Diageo worldwide from 2013 to 2023 (in million GBP)*

Alcoholic Beverages

Diageo's net sales worldwide 2013-2023

Net sales of Diageo in 2024, by region (in million U.S. dollars)

Alcoholic Beverages

Diageo net sales 2024, by region

Share of Diageo's global net sales in 2024, by alcohol category

Alcoholic Beverages

Diageo's global net sales share 2024, by alcohol category

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Overview

4

Overview

Company facts

6

Company facts

Global brand overview

4

Global brand overview

U.S. brand overview

7

U.S. brand overview

U.S. supplier overview

5

U.S. supplier overview

Competitors

7

Competitors

Further reports

Get the best reports to understand your industry

Spirits market in the U.S.
Spirits market in the U.S.
Tequila market in the United States
Tequila market in the United States
Spirits brands: Jack Daniel's
Spirits brands: Jack Daniel's
Spirits brands: Johnnie Walker
Spirits brands: Johnnie Walker
Gin market in the United States
Gin market in the United States
Rum market in the United States
Rum market in the United States
Vodka market in the United States
Vodka market in the United States
Whiskey industry in the U.S.
Whiskey industry in the U.S.
Spirits market worldwide
Spirits market worldwide

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