Diageo (pronounced dee-AH-zhay-oh) consists of four main businesses. The company was formed from the December 1997 merger of liquor and beer giant Guinness PLC and alcohol and food power Grand Metropolitan plc. Southern will expand its current 11 state relationship to 18, having exclusive rights to represent Diageo spirit brands in Alabama, Idaho, Iowa, Maine, Michigan, Mississippi, Montana, New Hampshire, North Carolina, Ohio, Oregon, Pennsylvania, Utah, Vermont, Virginia, Washington, West Virginia, and Wyoming.8 Henrietta Place London W1M 9AG United Kingdom (0171) 927-5200 Fax: (0171) 927-4600 Web site: Public Company Incorporated: 1997 Employees: 85,000 Sales: £\12.87 billion (1997) Stock Exchanges: London Ticker Symbol: DEO SICs: 2024 Ice Cream & Frozen Desserts 2033 Canned Fruits, Vegetables, Preserves, Jams & Jellies 2037 Frozen Fruits, Fruit Juices & Vegetables 2045 Prepared Flour Mixes & Doughs 2051 Bread & Bakery Products, Except Cookies & Crackers 2082 Malt Beverages 2084 Wines, Brandy & Brandy Spirits 2085 Distilled & Blended Liquors 2099 Food Preparations, Not Elsewhere Classified 5812 Eating Placesĭiageo plc is a world leader in branded food and drinks. “This appointment expands on our already extensive brokerage relationship with Diageo, and we look forward to working closely with Diageo to grow their portfolio of leading brands across all control states.” “In addition to Southern’s existing exclusive representation of Diageo’s spirits portfolio in six open states, we are thrilled with Diageo’s appointment of us as their exclusive, national control state broker,” added Wayne E. These will include enhancements to the teams representing Diageo brands as well as increased focus on multicultural and on-premise-two areas that are designated as key priorities for future growth. I would like to thank our existing brokers for their dedication and support over the years, as well as everyone that participated in this process.”ĭepending on the state, the new agreements will go into effect either July 1 or August 1, and will provide for a number of key changes. With these new agreements, I know Southern will provide clear leadership and increased resources in support of Diageo spirits and wine brands across the Control State platform. “Diageo and Southern have a long history of proven results, and I look forward to building on this success. “I am excited about our new national relationship with Southern Wine & Spirits, which begins the next phase of Diageo’s route to market strategy and is a key step toward driving a national sales force approach with our distributors and brokers in North America,” said Larry Schwartz, President Diageo USA.
Southern will provide fully dedicated coverage for the 18 Control States, as well as Diageo’s Chateau & Estate Wines portfolio in the five Control States for wine. The new relationship is an important milestone in the evolution of Diageo’s route to market strategy. This announcement comes after an exclusive review period initiated by Diageo earlier this year.
According to PRNewswire, Diageo and Southern Wine & Spirits of America have announced agreements that appoint Southern as the new National Broker for Diageo wine and spirits in control states.
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