Diageo: 92% of Consumers Want Brands that Share their Beliefs

Worth $215 billion, the US is the largest and most profitable alcohol market in the world, and like most of the other global spirits players, Diageo has made it a priority to win there. Although it struggled in the US after the recession, Diageo has been gaining momentum again as a result of changes made when Deirdre Mahlan took the helm.But with the ultimate goal of taking share, chief Ivan Menezes said during Diageo's analyst day yesterday that the spirits