Directing Investment to Organic Growth,Innovation and Pleasing the Punter There is no doubt that as the top tencompanies in the spirits and wines sector get bigger, their expectations, and thestrategies needed to realise them, become sharply focussed on profit, somewhat to thedetriment of consumer choice. Diageo admits that it is obsessed with profitable organicgrowth, that it must direct investment to key brands and allow weak brands to die.