Diageo CEO admits it got into a ‘vicious cycle’ on marketing investment
Josh StephensonDiageo’s interim CEO believes the business was chasing growth by increasing marketing spend rather than investing in the areas of the business primed for growth.
Guinness on taking its Premier League partnership ‘from association to meaning’
Niamh CarrollSince it kicked off its Premier League sponsorship, Guinness has become the number one beer for the football watching occasion in the on-trade, but its ambitions are much longer-term, as it looks to drive a deeper connection with the sport.
Guinness boosts appeal among women and younger drinkers to fuel success
Niamh CarrollEvery one in nine pints in Britain is now a Guinness, with the brand having made significant headway among women and younger adults, audiences which are traditionally harder to reach for beer brands.
Diageo insists it will not ‘compromise long-term brand health’ as it chases savings
Niamh CarrollDiageo, which saw profit decline 27.8% in the year to the end of June, will not chase pure cost-cutting at the expense of its brands, insists its interim CEO.
Diageo’s design chief on delivering ‘adaptable’ consistency
Niamh CarrollBy tapping into “brand truths”, playing with memory structures and prioritising collaboration Diageo is targeting “triple wins”, says design boss Jeremy Lindley.
Taking tequila beyond shots: Diageo on growing its portfolio worldwide
Niamh CarrollDiageo has driven strong growth in its tequila portfolio in North America and is now seeking to take this success worldwide. It’s on a mission to convey the versatility of tequila and its potential far beyond the lime and shots occasion.
‘Fresh and differentiated’: Smirnoff Ice on 25 years as the ‘classic’ ready-to-drink
Niamh CarrollWith ready-to-drink the fastest growing category in alcohol, Smirnoff Ice believes it is perfectly positioned to attract Gen Z consumers.
Diageo’s CEO on pricing challenge: ‘There’s a lot of promotion out there’
Grace GollaschIn response to global uncertainty and heightened promotions among competitors, Diageo has continued its push into smaller-sized premium products to appeal to cash-strapped consumers.
Diageo on ‘smashing stereotypes’ with accessible influencer advertising
Amrit VirdiThrough brands including Smirnoff and Guinness, Diageo is investing in accessibility across advertising, design and experiences.
Diageo on why ‘celebrating the kills’ helps to de-risk innovation
Niamh CarrollAccepting that not every innovation will succeed and learning to “celebrate the kills” is key to creating a culture where teams can push forward and grow, says Diageo’s breakthrough innovation director.
What impact have Guinness’s sports partnerships had on non-drinkers?
Grace GollaschWith Guinness becoming the official beer partner of the Premier League, as well as its partnership with the Six Nations tournament, how do non-drinkers really feel about the brand?
Diageo’s new CFO pledges greater ‘rigour’ in measuring marketing effectiveness
Niamh CarrollThe Johnnie Walker and Guinness owner cut marketing spend by 2% in the first half of the year, as its new CFO puts the emphasis on “rigour” and returns.
Strong Guinness performance offset weak spirits demand in the UK for Diageo
Niamh CarrollAround one in ten pints sold in Great Britain is now a Guinness, with its parent company hailing brand-building, its Premier League sponsorship and 0.0 as key components in another strong period of growth.
How Guinness put the fun into alcohol-free marketing for St. Patrick’s Day
Marketing Week ReportersBy reframing the discussion around drinking culture, Guinness drove sales of its alcohol-free beer and changed perceptions of Ireland’s national day.
A model for ‘distinctive growth’: Inside Diageo’s innovation strategy
Charlotte RogersTwo decades into its premiumisation strategy, Diageo believes a balanced approach to innovation has helped the drinks giant become an “in-culture brand builder”.