Guinness, Smirnoff and Baileys help Diageo sales
Strong performance of Guinness, Smirnoff and Baileys helped Diageo record a
2% rise in volumes across Europe for the year to May 2008.
Overall net sales were up 8% to £8.1bn on 2007, with operating profit up less than one per cent to to £2,2bn.
In Europe, Guinness enjoyed its highest ever share of the beer category, at 7.4%. On-trade sales were flat in an overall market down 5%.
Diageo put this down to its quality training programme in pubs, activity around major events such as the Guinness Premiership, Rugby World Cup and St Patricks Day, and two new TV campaigns.
Smirnoff sales were up 10% in volume, put down to sales activity in London, Scotland and the north-west, and it¹s new TV ad Sea. Baileys volumes rose 25%.
"This growth is proof of the strength and demand for our brands in the face of tough trading conditions, including the current climate of economic uncertainty, lack-lustre summer weather and increasing regulatory challenges," said Benet Slay, managing director of Diageo Great Britain.
