Diageo is the world's largest producer of premium alcoholic beverages with brands like Smirnoff, Baileys, Johnnie Walker, Captain Morgan, and Guinness. Formed in 1997 through the merger of Guinness and Grand Metropolitan, Diageo has a global market reach across 180 countries and 24,000 employees. While facing pressures over binge drinking, Diageo promotes responsible drinking through campaigns and educational initiatives.

1. DIAGEO

2. Diageo at a Glance Diageo is the worlds leading premium drinks company with a large range of beverage alcohol across the collection of spirits, wine and beer. You’ll probably have heard of some of their most famous products: Smirnoff Baileys Johnnie Walker Captain Morgan J&B And possibly the most well known of all Guinness.

3. The History Diageo is a relatively new company, formed in 1997 with a merger between Guinness plc and Grand Metropolitan plc. They did not begin wholly alcohol based, before 2002 Diageo also owned Burger King which was sold to the American based company Texas Pacific. Also they sold Pillsbury, a baking company, to General Mills in 2000

4. The Board of Directors As Diageo is a plc company they have a 10 strong board of directors.

5. The Global Company Diageo has a HUGE global market spreading over 180 countries and territories, across 4 geographical regions: Europe, North America, International and Asia Pacific. To date Diageo is worth 16 billion dollars.

9. Employees Diageo have 24,000 employees around the world both in the manufacturing side and the business side. As an alcohol company Diageo try their best to encourage their employees to set a good example and drink responsibly. Their employee policy is committed to ensuring that their employees understand the nature and effects alcohol. (Oh, and they get to learn how to pull a pint in their first week of work)

10. Pressures Obviously as an alcohol company Diageo face many issues as binge drinking is a major problem around the globe and as an alcohol company they are greatly blamed. However, Diageo work very hard to ensure that everyone, not just their employees drink responsibly. They have recently produced 2 television add campaigns to try and encourage people not to drink in excess.

11. Up and Coming Diageo have recently announced that a new brewery is to be built in Ireland in recognition of Arthur Guinness. £520 million has been invested into the project by the company and they are hoping to have the brewery finished by 2011. 22 nd of September Diageo launched a new website designed to promote responsible drinking worldwide. DRINKiQ.com is looking to share programs and tools designed to fight alcohol misuse and help individuals make responsible choices about drinking.

12. Evaluation It is clear that Diageo is a thriving business which continues to grow and expand across the world. Diageo is the epitome of mixing business with pleasure but manage to carry it off and be sensible with it and try their best to make sure their customers do not abuse their products. Although with the recession and credit crunch Diageo’s share prices continue to rise with no real sign of stopping. In conclusion, they’re doing pretty well for themselves.

13. A Business Management Presentation By Melanie Robertson & Catriona Jack