Regional operation of Latin America and the Caribbean Diageo It consists of the zones PUB (Paraguay, Uruguay and Brazil), Mexico, CCA (Central America and the Caribbean), Andean (Colombia and Venezuela) and PEBAC (Peru, Ecuador, Bolivia, Argentina and Chile ).
According to documents submitted by the company to the United States Securities and Exchange Commission (SEC), net sales in this latter zone increased by 64% during the fiscal year ended June 30, driven mainly by the Peruvian and Chilean markets. .
“This shows the good behavior of the off-trade channel, the price increases and the recovery of the on-trade channel. Growth was led by Scotch whisky, up 52%, driven mainly by John Walker“detailed on the company in the report.
The company specified, in terms of ways to reach consumers, “in Colombia, Peru and Chile, we use hybrid models when Diageo some key accounts are sold directly and distributors are used to improve the physical availability of our products”.
Diageo reported that the company’s strategy across the Latin American and Caribbean region focuses on increasing its share of the total alcoholic beverages market.
At this point, one of the key factors is the demand for the whiskey portfolio, led by John Walkerbeing the best assimilated brand on the market, complemented by others such as Don Julio in tequila, Tanqueray in gin and Smirnoff in vodka.
“This growth in total alcoholic beverages market share has been supported by consumer-focused marketing investment that allows us to tap into new consumption occasions”detailed on the company.