Monday, July 22, 2013

Diageo: Celebrating Life Everyday, Everywhere

Diageo is the world's leader in the premium drinks industry. It is a relatively young organization with its present corporate form having been established only in 1997. However, its brands of premium drinks and its business have a rich heritage. Its history dates back to 1749 with the forming of its ancestor company, Justerini & Brooks, a wine merchants company and maker of the world-renowned J&B whisky brand. Since then, this original company had undertaken a lot of brand innovations and business expansion, “until Diageo was created in 1997 through the merger of Grand Metropolitan Public Limited Company and Guinness PLC, creating a food and drinks conglomerate which included the world's greatest collection of premium drinks.”

More innovations and strategic decisions were made between 2000 – 2002 with Diageo divesting two main food interests, namely Burger King and Pillsbury in order to focus exclusively on its premium drinks. The company was also able to acquire in 2001 additional spirits and wine brands from Seagram, and has since continued to expand its products “through both selective long term value acquisitions, strategic partnerships and innovation.” Among the outstanding collection of premium brands the Company carries today are Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

Diageo is a company that values diversity and thus, it hires people from varied backgrounds, perspectives and experiences. It has a diversified pool of over 25, 000 talented people united at working together under their guiding purpose of “celebrating life everyday, everywherere,” for Diageo believes that maintaining a workforce of diverse personalities, experiences and perspectives who are committed to their professional and personal development contribute largely to making Diego “a stimulating and rewarding place to work.”

Indeed, in “celebrating life everyday, everywhere,” Diageo celebrates diversity, with its diverse workforce thriving to nurture the Company's premium drinks in order to sustain customer satisfaction and loyalty. It understands that its premium drinks are very much a part of celebrations – whether big or small events – and the diversity of its workforce helps the company gain deeper insights to the needs of the communities in which they serve. As declared in its official site, “Having colleagues from many different backgrounds gives us deeper insights into consumer needs and enhances our relationships with all our stakeholders.”

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