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Essay / Research Paper Abstract
A 6 page paper. Diageo PLC was born through the 1997 merger of Guinness and Grand Metropolitan. The company is the largest producer of alcoholic beverages in the world. Its brands include Guinness, Tanqueray, Smirnoff, Johnnie Walker and Beaulieu wines, among many others. This essay discusses the company, two of its major competitors and its aggressive and innovative marketing strategies. 1 Table included. Bibliography lists 11 sources.
Page Count:
6 pages (~225 words per page)
File: MM12_PGdiageo.rtf
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Unformatted sample text from the term paper:
hotel business, which would later become GrandMet (Diageo, Timeline, 2003). Over the next 70 years, these and similar companies would acquire and divest themselves of other companies (Diageo, Timeline, 2003).
For example, in 1896, Cragganmore distillery founded Pillsbury and in 1988, GrandMet acquired both Pillsbury and Burger King (Diageo, Timeline, 2003). In 1995, GrandMet and Guinness merged (Diageo,
Timeline, 2003). In 1997, Guinness and GrandMet merged and later that same year, Diageo entered a joint venture with Haagen-Dazs frozen desserts business in the United States (Diageo, Timeline, 2003).
After the merger, Grand Metropolitan PLC became a wholly owned subsidiary of Guinness and Guinness was renamed Diageo (Multex, 2003). The new Diageo corporation divested itself of foods
and other types of products in order to concentrate on premium beverages (Diageo, Timeline, 2003). It followed its plan by selling both Burger King and Pillsbury in 2001 (Diageo, Timeline,
2003). Diageo is the largest producer of spirits/alcoholic beverages in the world (Hoovers, 2003). It has a very long list of brands that include: Guinness Stout, Harp Lager, Tanqueray gin,
Smirnoff vodka, Johnnie Walker Scotch, Captain Morgan rums, VO Canadian brands and other Seagram drinks, Jose Cuervo Tequila and Baileys Irish Cream (Hoovers, 2003; Diageo, Brands, 2003). The company also
owns different wines including the Beaulieu Vineyard and is involved in a joint venture with Moet (Diageo, Brands, 2003). The company categorizes its brands. Their international portfolio as can
be concluded by the names of their brands is vast. There are the Global priority brands, which include Smirnoff, Johnnie Walker, Tanqueray, J&B, Guinness and Baileys (Diageo, Brand Collection, 2003).
The other major category is called Local priority brands and include products such as Crown Royal in the United States, Gordons in the United Kingdom and Buchanans in Latin America
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