Diageo is the largest company in global premium spirits. From its London headquarters it manages more than 200 brands, including Johnnie Walker (the best-selling Scotch whisky), Smirnoff, Guinness, Tanqueray, Baileys, Don Julio and Casamigos, and it holds a 34% stake in LVMH's Moët Hennessy. After two years of sales declines, the group is in the middle of a restructuring led by Sir Dave Lewis, the former Tesco chief executive who joined in January 2026. The company is headquartered in London, United Kingdom.
Diageo makes money by producing, ageing and marketing branded spirits and beer and selling them to distributors, retailers, bars and travel retail. Most value comes from brand equity rather than the liquid: premium and super-premium labels such as Johnnie Walker Blue Label, Don Julio 1942 and Guinness carry high gross margins. In the US it sells through the three-tier distributor system; elsewhere it uses its own sales companies, joint ventures and distributors. Scale in marketing and route-to-market lets Diageo place newer or acquired brands alongside its category leaders.