Diageo Way Of Brand Building Pdf
Kathryn Garivay
Our portfolio spans the spectrum of tastes and occasions, moving at pace with the latest trends. From much-loved, established brands to the latest innovations, we provide products, tastes and experiences for people to enjoy as part of celebrations big or small.
Scotch can only be made in Scotland, and has been distilled by people there for over 500 years. After distillation, the spirit must be matured in oak casks (in Scotland) for a minimum of three years before it can be called Scotch whisky.
Creating a blended whisky involves a highly-skilled process of mixing different whiskies. Each individual whisky has its own flavour and character, so it is down to the knowledge, expertise and intuition of the blending team to select the right whiskies at the right age.
There are two main types of distillation in Ireland, batch distillation carried out in pot stills and grain whiskey produced through distillation in column stills. Whiskey produced by batch distillation can be either double or triple distilled.
Creating tequila is a distinctive blend of art and science, with craftsmanship and knowledge equally significant to the process. Tequila is distilled from the heart of the blue agave plant, a member of the lily family and native to Mexico, and involves a four-step process of cultivation, fermentation, distillation, and maturation.
Gin is one of the oldest and most historic category of spirits. Classically made from juniper berries, the combination of additional botanicals gives each gin brand its unique characteristics and taste.
Rum is made from sugarcane by-products such as molasses, sugarcane syrup or sugarcane juice, by a process of fermentation and distillation. Rums may be dark, clear or golden, rested for a few days or aged for many years and can be aged anywhere in the world.
All liqueurs are by made from a distilled spirit that has been flavoured with another ingredient, such as fruit, cream, herbs, spices, flowers or nuts and bottled with added sugar or another sweetener.
Beer is created from four central components: malted barley (or other grains), hops, water and yeast. Stouts, famously perfected in Dublin by Guinness, are dark in colour and typically rich and creamy in texture. Top fermentation and the use of unmalted, roasted barley deliver cereal and coffee notes and lend to its darker character.
We combine our deep understanding of consumers with marketing creativity, executing with precision. And we have invested in new digital and data capabilities to constantly evolve our insights, putting people at the heart of the way we make, market and sell our brands. With the right product in the right place at the right price, we are well positioned to win new consumers and retain existing ones.
Whilst building our e-commerce and direct-to-consumer capabilities, we also manage diverse supply chains, from gins and beers to aged whiskies and tequilas. The strength of our on-trade customer relationships supports advocacy and quality serves of our brands.
I decided to join Diageo because its ambition to be a leader in the luxury spirits industry really resonated with me. Growth of luxury was incredibly resilient during Covid-19 and is expected to continue accelerating in Southeast Asia. For me, this is a unique opportunity to leave a legacy, together with my team, by helping to pioneer Diageo as a trusted and respected provider of luxury experiences and products.
But by far, the most exciting part of the role is coaching and growing a group of very talented people who form the SEA Luxury team. We have an incredible blend of talent within the team joining from industries like luxury, beauty, fashion and beverage. With such diversity of experience looking after a collection of iconic luxury brands , our team are confident in bringing new perspectives and inspiration to the Diageo luxury portfolio!
Our priorities have consisted of components such as innovative gifting solutions, increasing visibility of experiences in outlets, and building awareness by increasing talkability in cultural campaigns.
We are building desirability, talkability and visibility by influencing the influencers, infiltrating the most aspirational clubs and saturating global tentpole events. This year, the team worked on the Southeast Asia launch for Don Julio 1942. We collaborated with Peggy Gou, the most celebrated Asian female DJ in the global club circuit, for the launch ceremony and had our Don Julio Global Brand Ambassador Karina Sanchez hosting our tasting events.
More recently, we hosted the Asia launch of our new limited edition - Johnnie Walker Blue Label Elusive Umami in Singapore. The launch event featured a plethora of immersive & multi-sensorial experiences for our guests. And we were also joined by Johnnie Walker Master Blender Dr. Emma Walker, and world-renowned Chef Kei Kobayashi, who showcased how they collaborated on this edition to push the boundaries of whisky. In addition, we created a presence outside the trade, displaying Umami among iconic luxury brands such as Dior and Chanel in luxury department stores.
In episode 29 of the Better Marketing Pod, host David Wheldon speaks with Cristina Diezhandino, Chief Marketing Officer at Diageo and WFA Global Marketer of 2022, about the importance of creative precision, the role of emerging markets, Diageo's brand building - and selecting the best cocktail maker in the world.
The Diageo Global Travel team remains excited about the potential of the travel retail space. This sector offers unique opportunities for brand-building, innovative product development and presenting travelers with an enriched experience of Diageo's premium products distinct from what they find in domestic markets.
Tequila is finally resonating with a global audience: the biggest nationality to buy from the Don Julio 1942 pop-up in Heathrow was India, according to Cook, but it is also selling well across Europe, America and Asia.
Johnnie Walker Xordinaire launched in September with large promotional budgets and much fanfare, from the New York Times cover ad to the activations roll out that kicked off in Paris. And Diageo Global Travel sees big changes ahead for Johnny Walker Blue Label, says Holland.
LONDON, July 13, 2020 /PRNewswire/ -- Diageo, makers of Johnnie Walker, Smirnoff and Guinness, has today announced that it has created the world's first ever 100% plastic free paper-based spirits bottle, made entirely from sustainably sourced wood. The bottle will debut with Johnnie Walker, the world's number one Scotch Whisky, in early 2021.
It comes as Diageo announces that it has launched a new partnership with Pilot Lite, a venture management company, to launch Pulpex Limited, a new world-leading sustainable packaging technology company. To ensure that the technology can be used in every area of life, Pulpex Limited has established a partner consortium of world leading FMCG companies in non-competing categories including Unilever, and PepsiCo, with further partners expected to be announced later in the year. The consortium partners are each expecting to launch their own branded paper bottles, based on Pulpex Limited's design and technology, in 2021.
Pulpex Limited has developed a 'first-of-its-kind' scalable paper-based bottle designed and developed to be 100% plastic free and expected to be fully recyclable. The bottle is made from sustainably sourced pulp to meet food-safe standards and will be fully recyclable in standard waste streams. The technology will allow brands to rethink their packaging designs, or move existing designs into paper, whilst not compromising on the existing quality of the product.
Ewan Andrew, Chief Sustainability Officer, Diageo PLC, said: "We're proud to have created this world first. We are constantly striving to push the boundaries within sustainable packaging and this bottle has the potential to be truly ground-breaking. It feels fitting that we should launch it with Johnnie Walker, a brand that has often led the way in innovation throughout its 200 years existence."
Pulpex Limited's technology allows it to produce a variety of plastic-free, single mould bottles that can be used across a range of consumer goods. The packaging has been designed to contain a variety of liquid products and will form part of Diageo's commitment towards Goal 12 of the United Nations Sustainable Development Goals: 'Responsible Consumption and Production'.
Richard Slater, Chief R&D Officer, Unilever, said: "We believe in tackling plastic waste through innovation and collaboration. We are going to halve our use of virgin plastic at Unilever, reducing our use of plastic packaging by more than 100,000 tonnes in the next five years. Joining forces to develop and test paper bottles is an incredibly exciting step forward, and we're delighted to be working together to tackle one of the biggest environmental challenges of our time."
Simon Lowden, Chief Sustainability Officer, PepsiCo, said: "Innovative solutions and partnerships are critical to driving meaningful progress toward a circular economy. The Pulpex consortium is well positioned to deliver sustainable packaging at scale and across industries, having impact beyond what any organization could achieve alone. We're proud to be a part of it."
Sandy Westwater, Director, Pilot Lite said, "We're thrilled to be working with global brand leaders in this consortium. By working together, we can use the collective power of the brands to help minimise the environmental footprint of packaging by changing manufacturing and consumer behaviours."
Diageo is a global leader in beverage alcohol with an outstanding collection of brands. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's and Windsor whiskies, Smirnoff, Croc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
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