Diageo Plc · LSE:DGE
Diageo — Investor Day (August 2026)
15 slides from Diageo's investor day presentation, Aug 6, 2026
Slide 1: NAM Regional Strategy
Capital Markets Day NAM Regional Strategy John O’Keeffe, President, North America 6 August 2026
Slide 2: Cautionary statements concerning forward-looking statements and non-GAAP financial measures
2 Cautionary statements concerning forward-looking statements and non-GAAP financial measures The following presentation contains ‘forward-looking’ statements. These statements can be identified by the fact that they do not relate only to historical or current facts and may generally, but not always
Slide 3: Diageo uncompetitive in a challenging market
Diageo uncompetitive in a challenging market Industry soft Share declines Drivers of Diageo Diageo losing share1 across c. 65% NAM NSV 2 underperformance 20% Total Market Don Julio 19% • Persistent declines in core brands Diageo Crown Royal 16% Smirnoff RTDs 7% • Over-exposed to premium 10% Smirnoff
Slide 4: Crown Royal
Crown Royal Fix the proposition Improve packaging Stand-out on shelf Flavours & Formats Refocused around Deluxe Re-engineered for quality Consistent visual identity, Core flavour focus Unified activation on caps and box dialing-up Deluxe purple Accelerated distribution of small formats Country NFL T
Slide 5: Smirnoff
Smirnoff Fix the proposition Improve packaging Simplify portfolio Scale small formats Combined proposition Replace rPET with glass Sharper architecture Expanded capacity for Vodka and RTD and colourless PET Consistent in-store to accelerate distribution New brand platform Restore 1.75L handle presen
Slide 6: Smirnoff
Smirnoff Fix the proposition F21/22 F23 F24 F25 F26 6
Slide 7: Smirnoff
Smirnoff Fix the proposition Improve packaging Simplify portfolio Scale small formats Combined proposition Replace rPET with glass Sharper architecture Expanded capacity for Vodka and RTD and colourless PET Consistent in-store to accelerate distribution New brand platform Restore 1.75L handle presen
Slide 8: Captain Morgan
Captain Morgan High energy proposition Packaging Serve strategy Regain brand identity Elevate Captain on Focus on “+ Cola” and RTD serves pack and shippers On-premise & 3rd space sampling events 8
Slide 9: Don Julio
Don Julio Quality and craft credentials Cultural relevance Accessible formats Trade engagement LTOs and cultural activations Targeted 50ml innovation Quality-focused content creation Distribution expansion World Cup Lunar NY 124m 700+ 55% Consumers reached Assets created Blanco distribution of 50ml
Slide 10: Casamigos
Casamigos Competitive value proposition Awareness building RTD and RTS Trialing RRSP repositioning Cultural activations Expand distribution across range on-floor, not lockbox 10-15% RRSP reduction +14bps Casamigos RTD/RTS share gain1 10 1. L12M to May 2026 Nielsen / NABCA share of Total RTD (FMB + s
Slide 11: Building a more competitive, less complex go-to-market organisation
Building a more competitive, less complex go-to-market organisation FROM TO Two divisions (Spirits and Beer), managed separately Single sales division under 1 leader Spirits division organised by regulatory controls Spirits organised by geography Spirits and Beer having no synergy Consolidated acros
Slide 12: Multiple brands in growth
Multiple brands in growth Weighted US market distribution1 NSV growth 2 share Δ3 57% +7% +7 bps 89% +7% +20 bps 85% +1% +11 bps 1. Nielsen L12M to May 2026. Includes new to world 2. Diageo results F26, US only. Full trademark performance including RTDs 12 3. L12M to May 2026 market share of core cat
Slide 13: Strong RTD trajectory
Strong RTD trajectory Weighted US market distribution1 NSV growth 2 share Δ3 90% +6% +13 bps 77% +58% +7 bps 4 49% New +14 bps 1. L12M to May 2026, Nielsen. Includes new to world 2. Diageo results F26, US only, RTD includes RTD, RTS and FMB 13 3. L12M to May 2026. Market share change of total RTDs (
Slide 14: Plan to turnaround over three-year trajectory
Plan to turnaround over three-year trajectory Spirits F26 F27 F28 F29 Restore competitiveness and return our biggest brands to growth Stem share loss Hold share Win share Diageo RTDs NAM -8.4%1 Broaden participation in the fastest (Total) NSV decline: NSV decline: growing segment NSV flat mid single
Slide 15: DIAGEO
DIAGEO