Diageo right to do first strategy Creative.docVIP

 PAGE \* MERGEFORMAT 4 Diageo ‘right to do first’ strategy Creative As night fell the city, passion party just debut. In the well-known or unknown bar, intoxicated with the middle class, petty bourgeoisie who might not have noted that their glass of whiskey to each other, it is likely to have a wine from the same group. Because it has a number of wine brands in the world, and this is from the United Kingdom’s Diageo (Diageo), a control of the king of the world’s nightlife. Today, the world’s No. 1 spirits empire, adhere to the ‘right of first’ philosophy, is in full swing in China. To some extent, the global wine industry, M amp;amp; A history is a well-known brands Diageo Group, the history of enterprise development, but also their best in a short period of 10 years to grow the world’s wine industry, the key to boss. Walker, it began as a family-run workshop in Scotland in 1920, its main product Johnnie Walker (Johnnie Walker) in relation to the world’s 120 countries have been exported. In 1925, the world’s three whiskey brands Walkers, Dewar, Buchanans composed of Distillers Limited. In 1986, the brewing giant Guinness (Guinness) acquisition of Distillers, will be renamed as United Distillers Company. In 1997, Guinness and Grand Met (Geruimande) merged to form Diageo now. After the Diageo to buy Canada Seagram Sprits (Seagram) and the British Allied Domecq (joint - Mike Tao) is part of the brand. Meanwhile, Diageo also owns the French champagne and cognac maker Moet Hennessy SA (Moet Hennessy) 34% of the shares. Today, only 10 years old, Diageo, but in the historical known for the world’s top wine markets become a ‘boss’, accounting for more than 30% of the global wine market share to become the world’s only operating at the same time a spirits, wine and beer group of companies. Through a series of mergers and acquisitions, the unit already has a number of the world’s leading spirits brands, of which the world’s top 100 wine brands as many as 17 species, in