Investing in Data and Analytics for Brand Building and Competitive Advantage

A recent addition to the Magellan Global Strategy, Diageo is now the world’s leading producer of distilled spirits, with top shelf brands like Johnny Walker, Smirnoff and many more. Despite the pandemic, the company’s global revenue has compounded at over 9% p.a. over the past three years, as spirits have gained share of total alcohol sales, and consumers have increasingly chosen to “drink better” rather than drink more. Chief Executive, Ivan Menezes, says there’s even more room to grow in the sector, in both the developing world and traditionally wealthier markets. And he says Diageo’s “obsession” with consumers, excellence in brand building and company culture of efficiency will enable resilient performance through troubled economic times.