Diageo no longer relies on LVMH to attract the French

“In France, Diageo remains clearly under-represented in the luxury sector and in the prescribing channels such as hotels, restaurants and cafes,” explains Patrick Gantier, general manager of Diageo Southern Europe. Diageo

The English giant, a 34% shareholder in Moët Hennessy, is taking over direct distribution of its spirits.

New revolution on the French spirits market. After Japanese Beam Suntory (Courvoisier, Laphroaig, Maker’s Mark), which will take over the distribution of its brands in France from the Italian Campari from January, another giant is preparing to stand on its own two feet. Diageo, world leader in spirits (Johnnie Walker, J&B, Smirnoff, Tanqueray, Bailey’s), has created its own distribution subsidiary. Something to surprise: 34% shareholder Moët Hennessythe wines and spirits branch (Hennessy, Glenmorerangie, Ardbeg, Belvedere, Eminente, etc.) of LVMH, Diageo had in 1998 entrusted the distribution of its spirits to a joint venture between the two groups, called MHD (Moët Hennessy Diageo)

From 1er March, the new subsidiary of the British giant, which will eventually have 60 to 80 employees, will resume direct marketing of almost all of its brands, including, to begin with, Cardhu whiskey, Tanqueray gin, Don Julio tequila and Zacapa rum…

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