Diageo is the world's leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. With over 200 brands in 180 countries and a global network of entrepreneurial individuals, our teams blend a diverse range of experience, knowledge and skills. We connect customers and consumers to our iconic products and build innovative experiences that bring people together to celebrate life.

Market Complexity

In Mexico, volume and value sales of spirits have been on the rise and so has Diageo's share in the Off and On Trade channels. However, as the market expands, our competition has become smarter and stronger, while more players continue to enter, creating a more challenging competitive landscape. As the On Trade channel continues to grow, customers become more sophisticated and thus require us to deliver a higher level of strategic involvement and brilliant execution to continue gr...