DIAGEO had strong performances from Smirnoff, Guinness, Red Stripe, Captain Morgan’s Spiced and Jose Cuervo to thank as its GB division made good on its strategy of driving sales values and margins in its latest financial year.
Net beer sales, driven by Guiness and Red Stripe, rose by 6%, and Smirnoff sales increased by the same figure as Diageo GB “produced a performance that delivered against its strategy of driving positive price mix and margin expansion”, country director Andrew Cowan said. “This culminated in a 2% decline in net sales and four percentage points of positive price mix,” he said.
The year to June 30 saw the firm rebrand Morgan Spiced as Captain Morgan Spiced, and bring the sales, marketing and distribution of Red Stripe back in-house from Wells & Young’s.
