Close

Create your own report

Select your areas of interest from the list below and submit your selection to create the PDF ready for you to download:

Create report

Our brands

Smirnoff. Johnnie Walker. Captain Morgan. Baileys. Guinness. These are just some of the fabulous brands that people choose to celebrate with every day – and which make Diageo the world’s leading premium drinks business.

Be it origin, blend or perfect serve, each of our brands is famous in its own way. Many have been a favourite choice for centuries, while some are more recent additions to our collection. And today, more and more people are choosing them because our brands’ values and ethos match their own. Here is a selection of our top brands – on our corporate website you can find out more about all our brands.

Johnnie Walker Crown Royal J & B Buchanans Windsor Bushmills Smirnoff
Johnnie Walker Crown Royal J&B Buchanan’s Windsor Premier Bushmills Smirnoff
No. 1
Scotch whisky in the world1
No. 1
Canadian whisky in the world2
No. 5
Scotch whisky in the world1
No. 2
Premium Scotch whisky in Latin America1
No. 1
Super premium whisky in Asia Pacific1
Distilled
at Ireland’s oldest working distillery
No. 1
Premium vodka in the world2
19 million
9 litre cases
5 million
9 litre cases
5 million
9 litre cases
2 million
9 litre cases
1 million
9 litre cases
1 million
9 litre cases
26 million
9 litre cases
Top markets:
United States, Global Travel Asia & Middle East, Brazil, China, Thailand, Mexico, Australia
Top markets:
United States, Canada, France
Top markets:
Spain, France, South Africa, United States, Portugal
Top markets:
Venezuela, Mexico, United States, Colombia, Brazil
Top markets:
Korea and China
Top markets:
United States, Ireland, Russia, France, Great Britain
Top markets:
United States, Great Britain, Canada, Brazil, South Africa, Australia
About 850,000 have given their committment never to drink and drive via Johnnie Walker’s ‘Join the Pact’ Crown Royal’s ‘Heroes Projects’ supported first responders – police officers, firefighters, and local volunteers – as well as military heroes in North America J&B’s first global marketing campaign, ‘Start A Party’, prominently features its responsible drinking ambassador ‘Mirrorball Man’ to ensure celebrations are enjoyed responsibly around the world The Buchanan’s ‘Time to Share’ programme recruited over 6,500 consumers in Latin America to donate four hours of their time each to volunteer to local causes Grain whisky blended for Windsor Premier is matured in one of 16 of Diageo’s sites in Scotland which send zero waste to landfill As part of the ‘Safe Rides Home’ campaign, Bushmills partnered with New York City’s Department of Transportation to offer free rides home during spring festivals Smirnoff’s ‘Nightlife Exchange’ project contributed proceeds from ticket sales to the Watermark fundraising efforts to support communities affected by floods in Thailand
Show key data
Ketel One Ciroc Captain Morgan Baileys Jose Quervo Tanqueray Guinness
Ketel One vodka Cîroc Captain Morgan Baileys Jose Cuervo Tanqueray Guinness
No. 2
Super premium vodka in the United States3
No. 2
Ultra premium vodka in the world1
No. 2
Brand in the rum categoryin the world2
No. 1
Liqueur in the world2
No. 1
Premium tequila in the world2
No. 1
Imported gin in the United States4
No. 1
Stout in the world5
2 million
9 litre cases
2 million
9 litre cases
10 million
9 litre cases
7 million
9 litre cases1
4 million
9 litre cases
2 million
9 litre cases1
11 million
9 litre case equivalent units
Top markets:
United States, Canada, Brazil, Australia, Great Britain
Top markets:
United States, Brazil
Top markets:
United States, Canada, Great Britain, Germany, South Africa
Top markets:
United States, Great Britain, Germany, Canada, Italy
Top markets:
United States, Canada, Spain, Greece, Great Britain
Top markets:
United States, Spain, Canada, Great Britain, Greece
Top markets:
Nigeria, Ireland, Great Britain, United States, Cameroon, Indonesia
Ketel One is currently launching its campaign ‘A Gentleman’s Call: In Pursuit of an Idea that Matters’ that will award the person with the best idea for making a positive impact on society with $100,000 (£63,000) Cîroc funded more than 1,500 safe rides home during the winter holidays in Atlanta, New York, Chicago and Miami Captain Morgan’s ‘First Mate Fund’ has donated over $750,000 (£475,000) to good causes across the US including a home-based call centre for veterans recovering from alcohol abuse Our partnership with our Baileys cream supplier, Glanbia, is helping make the Irish cream industry in Ireland more sustainable Jose Cuervo’s ‘Mural Project’ will give a winning artist who best displays his/her sense of Mexican heritage $30,000 (£19,000), half of which will be given to a charity supporting a project in their community The world’s supply of Tanqueray is made in Cameronbridge, a distillery where we are commissioning a renewable energy facility which uniquely combines a waste-water treatment plant, biomass boiler and steam and electrical generation plant The Arthur Guinness Fund has invested £6.3 million across 13 countries to support more than 50 social entrepreneurs across the world
Show key data
  1. IWSR
  2. Impact Databank
  3. IRI
  4. Adams Market Research Alcohol Beverage Industry
  5. Plato Logic

Reporting frameworks in this section