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Spirits brands must keep an eye on China

This month, our white spirits commentator has been looking at lists. Lots and lots of lists. His findings, from a spirits perspective, sugge...

Where should vodka look for its future growth?

The global vodka market continues to send mixed messages, with volume increases among higher-priced products offset by heavy declines in the...


Richard Woodard | 2 Oct 2018

What are the prospects for vodka in the category's vital US market? Spirits commentator Richard Woodard takes us back, to look forwards.


Richard Woodard | 1 Jun 2018

Monday this week was Memorial Day in the US, a federal holiday in honour of those killed while serving in the country's armed forces. Thanks to a recent product launch from Diageo, consumers were also encouraged to raise a patriotic glass of vodka in their memory. But, can American Anthem make vodka great again? Richard Woodard is sceptical.


Andy Morton | 27 Mar 2018

In 2014, Diageo, the world’s biggest multi-category spirits producer, sent out a call to the world's growing pool of start-up tech companies. The Johnnie Waker and Smirnoff owner was offering a US$100,000 prize for disruptive innovations that could, as Diageo said at the time, solve no less than "our biggest business challenges".


Ian Shackleton | 1 Feb 2018

Starting the year as he means to go on, just-drinks' resident analyst, Ian Shackleton, considers where we should put our investment spend in 2018. Ian also looks at how the analyst community is reacting to the introduction of MiFiD II and explains the reasons behind his favourite drinks category.

Latest Interviews

Lucy Britner | 27 Jul 2017

Following today's full-year 2017 results, just-drinks spoke to Diageo CEO Ivan Menezes about regional challenges, product innovation and acquisition strategy.


Olly Wehring | 28 May 2012

Earlier today (28 May), Diageo announced that it will buy the Ypióca cachaça brand in Brazil from Ypióca Agroindustrial Limitada for BRL900m (US$453.9m). As part of its press material, the company issued a short interview with the president of its Latin America and Caribbean operations, Randy Millian, in which he discussed the purchase.

Latest News

Andy Morton | 28 Sep 2018

Diageo has launched the latest bottles in its limited-edition Smirnoff launch that links the vodka brand with the US's major cities and states.


Olly Wehring | 17 Aug 2018

Diageo's UK unit has partnered with online retailer 31dover.com to offer a range of edible straws with its pre-mixed range in the country.


Richard Woodard | 31 Jul 2018

Diageo has added another limited-edition flavoured Smirnoff vodka to its line-up: Smirnoff Moscow Mule, a ginger- and lime-infused vodka-based ready-to-mix product bottled at 30% abv.


Andy Morton | 26 Jun 2018

Diageo is joining the trend for experiential prizes with a Smirnoff Ice giveaway that offers to pay US consumers to take a holiday over the upcoming 4 July celebrations.


Richard Woodard | 1 Jun 2018

Diageo has lined up an online partnership in the UK with social media and entertainment business Ladbible Group for its Smirnoff vodka brand.


Lucy Britner | 2 May 2018

Diageo has added a Raspberry Rosé flavour to its Smirnoff Spiked Sparkling Seltzer range.


Lucy Britner | 28 Nov 2017

Diageo has announced the next chapter in the 'We're Open' marketing campaign for its Smirnoff vodka brand.


Lucy Britner | 6 Oct 2017

Diageo has lined up a new marketing campaign for its Smirnoff vodka brand in the Canadian market.


Olly Wehring | 19 Jul 2017

Diageo has recruited actor Ted Danson to front a series of online adverts for Smirnoff in the US.


Andy Morton | 2 May 2017

Diageo has launched two new Smirnoff Ice flavours exclusively to the South Korean market.


Lucy Britner | 11 Apr 2017

Diageo's UK unit has lined up price-marked cans across several products in its ready-to-drink portfolio. 


Lucy Britner | 14 Mar 2017

Diageo's UK unit has launched a new variant under the Smirnoff Cider brand. 


Lucy Britner | 13 Feb 2017

Pernod Ricard and Remy Cointreau are the best-placed spirits companies to appeal to Millennial consumers, according to a recent report.


Andy Morton | 14 Dec 2016

Diageo has become the latest alcohol company to team up with UK home delivery service Deliveroo.


Olly Wehring | 3 Nov 2016

Diageo has delivered on its promise earlier this year to enter the alcoholic seltzer fray in the US, launching a Smirnoff-branded range this month.


Andy Morton | 13 Oct 2016

Mainstream vodka brands including Diageo's Smirnoff and Pernod Ricard's Absolut have strong growth potential in emerging markets, a new report has said.


Lucy Britner | 10 Oct 2016

Alcoholic drinks that use healthy cues will struggle to break into the mass market, according to analysts at Mintel.


Andy Morton | 7 Oct 2016

Diageo's Johnnie Walker and Smirnoff have continued their slide down a list of the world's most valuable brands.


Lucy Britner | 22 Sep 2016

Kenya Breweries has released a new RTD variant under the Smirnoff vodka brand.


Olly Wehring | 21 Sep 2016

Diageo's Johnnie Walker brand has consolidated its dominance of Global Travel Retail's spirits shelves, although Pernod Ricard's Absolut has been overtaken by Chivas Regal and Brown-Forman's Jack Daniel's, according to figures from The IWSR.


Andy Morton | 13 Jul 2016

Diageo's Smirnoff brand has moved up one place in a list of the world's biggest-selling spirits brands after posting record volumes and strong growth in 2015.


Olly Wehring | 13 Jun 2016

Diageo has released two variants of Smirnoff Cider, a blend of carbonated cider, fruit flavours and Smirnoff vodka.

Latest blogs

James Wilmore | 2 Oct 2013

UK Prime Minister David Cameron used Diageo's Smirnoff brand as a weapon for a spot of political retaliation during his speech at the Conservative Party conference today.

Company research

Country Profile: Spirits in Ireland

Country Profile: Spirits in Ireland

The Irish spirits sector is led by the whiskey category, while the gin & genever category is expected to register the fastest growth in value terms during 2017-2022. Hypermarkets & supermarkets is the...

Read more >


Country Profile: Spirits in South Africa

Country Profile: Spirits in South Africa

The South African spirits sector is led by the whiskey category in both value and volume terms. The category is also expected to register the fastest value and volume growth during 2017-2022. Food & d...

Read more >


Country Profile: Spirits in the US

Country Profile: Spirits in the US

The US spirits sector is led by the vodka category in both value and volume terms, while the tequila & mezcal category is expected to register the fastest value and volume growth during 2017-2022. Hyp...

Read more >



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