{"id":107661,"date":"2025-02-24T19:12:46","date_gmt":"2025-02-24T19:12:46","guid":{"rendered":"https:\/\/peraltafinancing.com\/alcohol\/exclusive-news-and-research-on-the-wine-spirits-and-beer-business-27\/"},"modified":"2025-02-24T19:12:46","modified_gmt":"2025-02-24T19:12:46","slug":"exclusive-news-and-research-on-the-wine-spirits-and-beer-business-27","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=107661","title":{"rendered":"Exclusive news and research on the wine, spirits and beer business"},"content":{"rendered":"


\n<\/p>\n

\n

Diageo Lays Out Vision For Continuing Industry Growth<\/h2>\n

\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tFebruary 24, 2025<\/a><\/span><\/p>\n

While acknowledging challenging current conditions in beverage alcohol, the world\u2019s top spirits marketer expects improvement moving forward, and says it will leverage its leading position to spearhead growth. Diageo executives presented their case for extending company and industry gains in spirits into the future late last week at the CAGNY (Consumer Analyst Group of New York) conference.<\/p>\n

According to Impact Databank, Diageo remains far and away the largest spirits marketer globally at approximately 230 million cases. Earlier this month, the company posted half-year sales up 1% to $10.9 billion, despite a flat performance for its U.S. spirits portfolio. North America accounts for nearly 40% of Diageo\u2019s global sales and almost 50% of operating profit.<\/p>\n

Diageo CEO Debra Crew told the CAGNY audience that current headwinds are cyclical, not structural, with inflation eating into disposable incomes. \u201cConsumer wallets are under pressure, and our analysis of U.S. data suggests macroeconomic uncertainty is the biggest factor weighing on current industry volume,\u201d she said. Still, she added, \u201cConsumer spend on alcohol as a percentage of total expenditure has marginally increased over the last decade and held up during the more recent period, reflecting that consumers want to prioritize occasions where Diageo brands participate.\u201d<\/p>\n

Crew said that despite narratives around lower alcohol consumption, younger drinkers are in fact migrating into the spirits category. \u201cMoving to Gen Z, U.S. household penetration of spirits is actually increasing and was up six percentage points to 55% in 2024 compared to 2020,\u201d she noted, adding that spirits-based RTDs and Tequila are driving gains.<\/p>\n

Moreover, Crew sees premiumization as having further room to run. \u201cOur portfolio is more premium than the spirits industry, with over 60% of fiscal 24 net sales in premium and above, versus the industry average of 35%,\u201d she said. \u201cPremium brands are growing faster, with super-premium-plus price tiers growing at nearly 1.5 times the rate of total spirits, and we expect this trend to continue, positioning us well for future growth.\u201d<\/p>\n

Drilling down further on the U.S. market, Diageo North America president Sally Grimes said that while the overall spirits industry has been soft, the company\u2019s inventories have now normalized and the focus has turned to driving accelerated growth through innovation and enhanced commercial execution.<\/p>\n

On the innovation front, the strong launch of Crown Royal Blackberry\u2014which jumped out to 635,000 cases in its debut last year, according to Impact Databank\u2014is an example of how the company will approach new product development looking ahead. \u201cOur insights tools pointed to Blackberry as an emerging flavor trend, and we quickly activated our supply organization to launch a limited edition,\u201d Grimes noted. Forthcoming launches include Captain Morgan Sweet Chili Lime and Casamigos Margarita RTDs.<\/p>\n

On the commercial side, Grimes said tighter collaboration with distributors and retailers is a priority. \u201cOver the past year we\u2019ve worked with our partners to add new, skilled brand building and sales roles in key geographies dedicated to the categories and outlets with the greatest potential for growth,\u201d she said. \u201cThe team equips them with training, tools, and insights to grow whisky and Tequila for the retailer while increasing Diageo\u2019s share. While it\u2019s still early, these investments are delivering returns.\u201d\u2014Daniel Marsteller<\/em><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Diageo\u2014Top Eight Brands In The U.S.
<\/span><\/strong>(millions of 9-liter case depletions)<\/small><\/span><\/td>\n<\/tr>\n<\/thead>\n
Rank<\/th>\nBrand1<\/sup><\/th>\nOrigin\/Type<\/th>\n2023<\/th>\n2024E<\/th>\nPercent
Change2<\/sup><\/th>\n<\/tr>\n
1<\/td>\nSmirnoff<\/td>\nAmerican Vodka<\/td>\n8.4<\/td>\n7.9<\/td>\n-6.0%<\/td>\n<\/tr>\n
2<\/td>\nCrown Royal<\/td>\nCanadian Whisky<\/td>\n6.9<\/td>\n7.2<\/td>\n4.0%<\/td>\n<\/tr>\n
3<\/td>\nCaptain Morgan<\/td>\nVirgin Islands Rum<\/td>\n5.0<\/td>\n4.4<\/td>\n-12.0%<\/td>\n<\/tr>\n
4<\/td>\nDon Julio<\/td>\nTequila<\/td>\n2.4<\/td>\n3.4<\/td>\n39.6%<\/td>\n<\/tr>\n
5<\/td>\nKetel One<\/td>\nImported Vodka<\/td>\n2.5<\/td>\n2.5<\/td>\n-0.1%<\/td>\n<\/tr>\n
6<\/td>\nCasamigos<\/td>\nTequila\/Mezcal<\/td>\n2.5<\/td>\n2.0<\/td>\n-20.4%<\/td>\n<\/tr>\n
7<\/td>\nJohnnie Walker<\/td>\nScotch Whisky<\/td>\n1.9<\/td>\n1.8<\/td>\n-9.1%<\/td>\n<\/tr>\n
8<\/td>\nBulleit<\/td>\nBourbon\/Rye<\/td>\n1.8<\/td>\n1.7<\/td>\n-5.7%<\/td>\n<\/tr>\n
Total Top Eight3<\/sup><\/th>\n31.3<\/td>\n30.6<\/td>\n-2.1%<\/td>\n<\/tr>\n<\/tbody>\n
1 Includes flavors, excludes RTDs.
2 Based on unrounded data.
3 Addition of columns may not agree due to rounding.<\/small><\/p>\n

Source: IMPACT DATABANK \u00a9 2025<\/strong><\/small><\/p>\n<\/td>\n<\/tr>\n<\/tfoot>\n<\/table>\n

\u00a0<\/p>\n

Subscribe to Shanken News Daily\u2019s Email Newsletter, delivered to your inbox each morning.
\n<\/a><\/p>\n

Tagged : Captain Morgan<\/a>, Casamigos<\/a>, Crown Royal<\/a>, Diageo<\/a>, Don Julio<\/a>, Smirnoff<\/a><\/span><\/p>\n

GET YOUR FIRST LOOK AT 2024 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2024 IMPACT DATABANK REPORTS<\/span>. CLICK HERE.<\/a><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

Diageo Lays Out Vision For Continuing Industry Growth February 24, 2025 While acknowledging challenging current conditions in beverage alcohol, the world\u2019s top spirits marketer expects improvement moving forward, and says it will leverage its leading position to spearhead growth. 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