Part D: Company Description
Significant milestones in the development of the business
Diageo, formed in 1997 following the merger of Guiness and GrandMet, is the world's leading premium drinks business with a collection of alcohol beverages in the spirits, wine, and beer categories. With its headquarters in London, the word, "Diageo" comes from the Latin word for "day" or dia in Latin and the Greek word for "world" or geo. It is this global outlook that is imperative to Diageo's survival, the meaning of these two words are used by people everywhere and everyday in celebration of the world's most popular brands of alcohol: Smirnoff, Johnnie Walker, Guinness, Baileys, J&B, Captain Morgan, Cuervo, Tanqueray, Crown Royal, Beaulieu Vineyard, and Sterling Vineyards wines. This report will focus on the trademark which represents the most potential opportunity for outstanding growth; that is, Smirnoff Vodka.
The history of Diageo begins in the 18th and 19th century, with the birth of its most valuable and notorious brands in spirits, wine, and beer categories.
Throughout the years, Diageo has made legend its remarkable acquisitions and accomplishments beginning with the Johnson and Justerini partnership, which was the predecessor of Justerini and Brooks. Arthur Guiness established his brewery in Dublin in 1759, Alexander Gordon set up his gin business in London in 1769. The Oban distillery was also established in 1794, and the Lagavulin distillery was founded in 1817. Arthur Bell joined the spirit and wine business in 1825, and the Talisker distillery was founded in 1830. The Glenkinchie distillery was founded in 1837; Cragganmore in 1869, Sminoff in 1886, Dalwhinnie in 1896, and the launch of Johnnie Walker took place in 1909. Baileys was launched in 1974, Calssic Malts in 1987, Guiness in 1989. Soon thereafter, Guiness acquired Desnoes and Geddes, the Jamaican...