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Diageo's North America head has warned that consumer trends do not always hold for the long term and that beverage companies need to remain flexible when assessing demand.

Diageos Deirdre Mahlan said her team routinely look at long-term trends

Diageo's Deirdre Mahlan said her team routinely look at long-term trends

Speaking at Diageo's Capital Markets Day in New York this week, North America president Deirdre Mahlan, said her team routinely looks at long-term trends. She said the insight is important as Diageo is in the business of selling aged product.

However, she added: "At business school, one of the first things they taught us is how prior experience is not a good predictor of the future. For that reason, we're very focused on continuing to access consumer insights and really staying vigilant about what's happening in the marketplace."

Mahlan continued that history shows certain spirits categories fall in and out of favour as consumers search for what is relevant and interesting.

"We see some of that happening today," Mahlan said. "Those suppliers that have the broadest available assets, which we do across many categories, and have the right insight, will win, regardless of which categories are in favour, and that's the approach we're taking."

Mahlan was speaking at Diageo's biennial investor conference, at which the company presents to beverage industry analysts.

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Sectors: Beer & cider, Spirits, Wine

Companies: Diageo

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