Key Stats
- Revenue (FY 2025): $20.25 billion
- Market Cap (Jan 2026): $48.32 billion
- Employees: 29,632
- Headquarters: London, United Kingdom
- Stock Exchanges: London (DGE), New York (DEO)
Diageo Plc is the world’s largest producer of spirits by revenue. The company manufactures and distributes over 200 brands across nearly 180 countries. Its portfolio includes Johnnie Walker scotch whisky, Guinness beer, Smirnoff vodka, Baileys liqueur, Captain Morgan rum, Don Julio tequila, and Tanqueray gin.
Diageo operates from 132 sites worldwide, with production facilities in Great Britain, Ireland, the United States, Canada, Spain, Italy, Africa, Latin America, Australia, India, and the Caribbean. The company produces approximately 40% of all Scotch whisky globally and manages 28 malt distilleries in Scotland.
Diageo History
Diageo Co-founders
Diageo was created through a merger rather than founded by individual entrepreneurs. Four executives from both parent companies led the deal:
Diageo Revenue
Diageo reported $20.25 billion in revenue for fiscal year 2025, a slight decline of 0.12% from the previous year. The company reports in US dollars and operates on a fiscal year ending June 30.
North America remains Diageo’s largest market, contributing approximately 39% of total net sales. Growth has been driven by premium tequila brands Don Julio and Casamigos, alongside Guinness, which has achieved double-digit growth for four consecutive years.
Diageo Annual Revenue (Billions USD)
$13.95B
$15.70B
$16.06B
$16.33B
$14.56B
$17.61B
$20.52B
$20.56B
$20.27B
$20.25B
Diageo Acquisitions
Diageo has grown through targeted acquisitions focused on premium brands and emerging consumer trends. The company typically acquires brands that align with premiumization strategies and can benefit from its global distribution network.
The 2001 acquisition of Seagram’s spirits business brought brands like Crown Royal Canadian whisky into the portfolio. This deal strengthened Diageo’s position in North America and added depth to its whisky offerings.
In tequila, Diageo made two major moves. The company gained full control of Don Julio in 2014 after swapping its Bushmills Irish whiskey brand with Jose Cuervo. Three years later, it paid up to $1 billion for Casamigos, the tequila brand founded by George Clooney and his partners. These acquisitions proved well-timed as tequila became one of the fastest-growing spirits categories.
The 2014 acquisition of a controlling stake in United Spirits gave Diageo access to India, one of the world’s largest whisky markets. While integration challenges led to initial losses, the purchase established a presence in a high-growth region.
Diageo entered the non-alcoholic spirits category through Seedlip. The company first took a minority stake in 2016 through its Distill Ventures accelerator program, then acquired a majority stake in 2019. It added Ritual Zero Proof, another non-alcoholic brand, in 2024.
Celebrity partnerships have shaped recent acquisitions. Beyond Casamigos, Diageo acquired Aviation American Gin from Ryan Reynolds in 2020 and has formed partnerships with Cîroc vodka ambassador Sean Combs.
Diageo Marketcap
Diageo’s market capitalization stood at $48.32 billion as of January 2026. The company is listed on both the London Stock Exchange (DGE) and New York Stock Exchange (DEO). Market cap has declined approximately 38% from its January 2022 peak when shares reached their all-time high.
Diageo Approximate Market Cap (Billions USD)
~$52B
~$60B
~$70B
~$80B
~$75B
~$90B
~$100B
~$80B
~$55B
~$48B
Diageo Competitors
Diageo competes with global spirits producers, beer companies, and regional players across its diverse brand portfolio. Pernod Ricard serves as its closest direct competitor in spirits, while Heineken challenges its beer business.
| Company | Headquarters | Key Brands | Primary Category |
|---|---|---|---|
| Pernod Ricard | Paris, France | Absolut, Jameson, Chivas Regal | Spirits |
| Anheuser-Busch InBev | Leuven, Belgium | Budweiser, Corona, Stella Artois | Beer |
| Brown-Forman | Louisville, USA | Jack Daniel’s, Woodford Reserve | Whiskey |
| Constellation Brands | New York, USA | Corona, Modelo, Svedka | Beer/Spirits |
| Beam Suntory | Chicago, USA | Jim Beam, Maker’s Mark | Whiskey |
| Bacardi Limited | Hamilton, Bermuda | Bacardi, Grey Goose, Bombay Sapphire | Rum/Vodka |
| LVMH (Moët Hennessy) | Paris, France | Hennessy, Moët, Dom Pérignon | Cognac/Champagne |
| Heineken | Amsterdam, Netherlands | Heineken, Amstel, Tiger | Beer |
| Campari Group | Milan, Italy | Campari, Aperol, Wild Turkey | Spirits |
| Molson Coors | Chicago, USA | Coors, Miller, Blue Moon | Beer |
FAQs
Who owns Diageo?
Diageo is a publicly traded company listed on the London and New York stock exchanges. No single entity controls the company. Major institutional investors hold the largest stakes.
What brands does Diageo own?
Johnnie Walker, Guinness, Smirnoff, Baileys, Captain Morgan, Don Julio, Tanqueray, Crown Royal, and Casamigos. The company owns over 200 brands in total.
Where is Diageo headquartered?
Diageo is headquartered in London, United Kingdom. The company relocated to Great Marlborough Street in 2022 from its previous Park Royal location.
When was Diageo founded?
Diageo was formed on December 17, 1997, through the merger of Guinness plc and Grand Metropolitan plc. The name combines Latin and Greek words meaning day and world.
How many employees does Diageo have?
Diageo employs approximately 29,632 people as of June 2025. The company operates from 132 sites in nearly 180 countries worldwide.