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Our brands

Johnnie Walker. Smirnoff. Captain Morgan. Baileys. Guinness. These are just some of the fabulous brands that people choose to celebrate with every day – and which make Diageo the world’s leading premium drinks business.

Be it origin, blend or perfect serve, each of our brands is famous in its own way. Many have been a favourite choice for centuries, while some are more recent additions to our collection. Today, more and more people are choosing brands whose values and ethos match their own. Here is a selection of our top brands – on our corporate website you can find out more about all our brands.

Johnnie Walker Crown Royal J & B Buchanans Windsor Bushmills Captain Morgan
Johnnie Walker Crown Royal JεB Buchanan’s Windsor Bushmills Captain Morgan
Scotch whisky Canadian whisky Scotch whisky Scotch whisky Scotch whisky Irish whiskey Rum
No. 1
Scotch whisky in the world1
No. 1
Canadian whisky in the world2
No. 5
Scotch whisky in the world1
No. 2
Premium Scotch whisky in Latin America and Caribbean1
No. 1
Super premium Scotch whisky in Asia Pacific1
Distilled
at Ireland’s oldest working distillery
No. 2
Brand in the rum category in the world2
20 million
9 litre cases
6 million
9 litre cases
4 million
9 litre cases
2 million
9 litre cases
1 million
9 litre cases
1 million
9 litre cases
10 million
9 litre cases
Top markets:
United States, Global Travel Asia & Middle East, Brazil, Thailand, Mexico, China, South Africa, Australia
Top markets:
United States, Canada, France
Top markets:
Spain, France, South Africa, United States, Belgium, Turkey
Top markets:
Venezuela, Mexico, United States, Colombia, Brazil
Top markets:
Korea, China
Top markets:
United States, Ireland, Russia, France, Great Britain
Top markets:
United States, Canada, Great Britain, Germany, South Africa
Just under a million people have given their commitment never to drink and drive via Johnnie Walker’s Join the Pact Crown Royal’s Heroes Project is now in its second year; it supports first responders – police officers, fire fighters, and local volunteers – as well as military heroes in North America The JεB bottle is now 15% lighter, saving over 4,500 tonnes of carbon a year The Buchanan’s Time to Share programme recruited over 6,500 consumers in Latin America to donate four hours of their time each to volunteer for local causes Windsor has reduced packaging by removing the giftbox from all variants served at the table in the traditional on trade market in Korea Old Bushmills distillery has brightened up its local village by partnering with the community to paint derelict and vacant buildings with bright murals featuring scenes from local history A partnership with Facebook launched a new responsible drinking ambassador, Cinnamon the Ship’s Cat, under the Captain Morgan brand, targeting users during the 2012 Christmas period with responsible drinking messages
Show key data
Smirnoff Ciroc Ketel One Baileys Tanqueray Guinness
Smirnoff Cîroc Ketel One Baileys Tanqueray Guinness
Vodka Vodka Vodka Liqueur Gin Beer
No. 1
Premium vodka in the world2
No. 2
Ultra premium vodka in the United States3
No. 2
Super premium vodka in the United States3
No. 1
Liqueur in the world2
No. 1
Imported gin in the United States4
No. 1
Stout in the world5
26 million
9 litre cases
2 million
9 litre cases
2 million
9 litre cases
7 million
9 litre cases1
2 million
9 litre cases1
11 million
9 litre cases
Top markets:
United States, Great Britain, Canada, Brazil, South Africa, Australia
Top markets:
United States, Brazil
Top markets:
United States, Canada, Brazil, Australia, Great Britain
Top markets:
United States, Great Britain, Germany, Canada, Italy
Top markets:
United States, Spain, Canada, Great Britain, Australia
Top markets:
Nigeria, Ireland, Great Britain, United States, Cameroon, Indonesia
Smirnoff reached around 200,000 people with responsible drinking messages through social media, including a ‘Get Home Safely’ advertisement Cîroc partnered with Esquire magazine to launch a contest to make a responsible drinking advert which aired on US national television on New Year’s Eve Ketel One vodka supports US organisation Modern Hispanic Gentlemen, a group championing Hispanic men who make a positive difference in their communities By redesigning our pack we have reduced Baileys’ carbon footprint by 3,500 tonnes of carbon per year, equivalent to taking 2,700 family cars off the road The world’s supply of Tanqueray is made in Cameronbridge, a distillery where we have commissioned a renewable energy facility which uniquely combines a wastewater treatment plant, biomass boiler and steam and electrical generation plant To date the Arthur Guinness Fund has invested £11 million in sustainable enterprises
Show key data
  1. IWSR
  2. Impact Databank
  3. IRI
  4. Beverage Information Group
  5. Plato Logic

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