Diageo GB's 2% sales increase

Published: 27 August, 2009

Diageo's chief in Great Britain has said that the global drinks company has performed well recording a 2% net sales growth despite grueling trade conditions.

Managing Director of Diageo GB, Simon Litherland was speaking after the company released details of its world-wide performance today.

He said that the company's "strong brands" including Smirnoff and Guinness and its ability to adapt to economic conditions had helped it weather the storm.

A strong off-trade performance had helped increase Diageo GB's Total Beverage Alcohol (TBA) share by 1% to 11.2%, according to Litherland.

Diageo's spirits category had delivered over £200 million of growth year-on-year.

Litherland added that, despite further decline in beer in the on-trade, Guinness Draught, continued to outperform with its highest ever value share of the beer category at 7.2% and has enjoyed 30 consecutive months of volume share growth, strengthening its position as the number three beer brand in the on-trade by value.

Litherland said: "We continued to look at opportunities to engage with our consumers as they trended towards purchases in the off-trade for home consumption. Our innovation agenda focused on the promotion of ready-to-serve working with partners such as Schweppes and Ocean Spray, and within customer marketing, working with customers to promote categories, a good example of which is the 'Raise Your Spirits' campaign in the grocery channel."

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