Focus on spirits (including RTDs) and Guinness as core growth battlegrounds, aiming to grow share through premiumization, broader portfolio activation, and double-digit Guinness growth.
Shift from brand-led to category-led strategies, enabling more consumer occasions and market reach, with a new agile, competitive, and cost-effective operating framework.
$1.2 billion restructuring investment over two years, mainly in operating framework and supply chain, to deliver $1 billion in annual savings reinvested into innovation and competitiveness.
Simplified organization structure with 23 go-to-market clusters and five regions, reducing duplication and overheads to 10.5% of sales, targeting top quartile efficiency.
New purpose statement: “Crafting iconic drinks, chosen for life’s moments,” reflecting a broader consumer focus beyond celebration.
Spirits (including RTDs) and premium beer expected to grow globally at 1%–3% value CAGR over the next three years, with RTDs as a persistent tailwind and premiumization as a key trend.
North America forecasted to remain soft, with -2% to 0% value growth and gradual improvement as consumer sentiment and affordability recover.
EMEA to see 2%–4% value growth, driven by emerging markets; APAC and India expected to return to modest and strong growth, respectively.
Latin America and India forecasted at 4%–6% value growth, with strong fundamentals and premiumization trends.
Demographic tailwinds include LPA+ population growth, aging into higher-spending life stages, and Gen-Z engagement with spirits and RTDs.
Premiumization remains a core value driver, with new category strategies emphasizing consumer segmentation, competitive mapping, and inclusion of RTDs within trademark strategies.
Portfolio architecture clarified by price positioning and roles, with local market data informing category execution.
Successful interventions in EMEA and Latin America delivered significant volume and profit growth by targeting white spaces and adjusting price/pack architecture.
Tequila strategy leverages leadership in premium and craft segments, with Don Julio and Casamigos repositioned for growth and accessibility.
Whisky strategy prioritizes broad price participation, innovation, and local relevance, with Johnnie Walker, Buchanan’s, and Black & White driving share gains.
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