During the year, Diageo Great Britain (GB) successfully executed on its strategy to improve price mix. In GB, trading was resilient and innovation and double-digit growth of reserve brands offset the impact of a weaker beer market. Diageo’s market share remains strong at 31.9% of the Total Trade. (MAT w.e. 15.06.13 (on trade) 22.06.13 (off trade)).
New product launches including Pimm’s Blackberry & Elderflower, Gordon’s Crisp Cucumber, Parrot Bay Pouches and a further range extension of pre-mix Cans contributed to innovation growth. Increased investment in reserve brands resulted in 14% net sales growth, driven by the luxury vodka brand, Cîroc, and the super deluxe variants of Johnnie Walker; Gold Label Reserve and Platinum Label. Tanqueray also performed well thanks to resurgence in the demand for gin.
Captain Morgan saw a good performance following the ‘Live like the Captain’ TV advertising campaign, while Smirnoff net sales growth was ahead of vodka category growth following the ‘Yours for the Making’ campaign, the Smirnoff ‘World’s Best Drinks’ programme and the launch of new variants Blueberry, Vanilla and Espresso, which gained market share.
Overall beer volume performance was impacted by consumption decline in the off trade. As we continued to invest behind Guinness, we achieved share growth in the final quarter, although net sales declined 3% over the year.
Source: Diageo GB
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