Diageo’s growth issues – what commentators say
United Kingdom | Diageo’s USD 1.2 billion restructuring scheme tells you everything about the premiumization myth that has dominated the alcohol industry for the past decade. As Vitali Dziadul noted on LinkenIn, “the spirits category spent years convincing investors that consumers would endlessly trade up, that premium and super-premium segments were recession-proof, that emerging middle classes in Asia would fuel limitless growth. Diageo leaned into this narrative harder than most. Now reality arrives. Sales are declining in North America and Asia Pacific simultaneously.”
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