Comment – Spirits – Diageo, Pernod Ricard and the Scotch Whisky Grand Prix

Diageo confirmed yesterday (6 June) that it will invest heavily in its Scotch whisky production capabilities going forward. As soon as the announcement was made, debate kicked off about whether the move was a positive for Diageo or Scotland, or both. Whatever the argument, the news confirms that Diageo is dead set on coming good on its promise to have half of its annual net sales coming from the emerging markets.