Rio de Janeiro Location Reflects Latin American Luxury Spirits Opportunity

Diageo's President of Latin America and the Caribbean, Randy Millian, reaffirmed yesterday the continuous growth opportunity for luxury spirits represented by the region, as soaring consumer wealth drives growth and premiumization within the international spirits segment.  

Speaking at the DIAGEO RESERVE WORLD CLASS Global Final in Rio de Janeiro, Brazil, Millian commented; "The rising affluence and high levels of aspiration amongst Latin American consumers is expected to continue to drive the growth of the international spirits segment in the region.

DIAGEO has a strong brand range in the region, which along with our customer relationships and established market positions makes us well placed to continue to grow."

In the first half of the F'12 fiscal year, DIAGEO RESERVE LA&C delivered double digit organic net sales growth (38 per cent) and confidence is high that this double digit growth rate should continue throughout the next fiscal year. Led by key emerging luxury markets, such as Brazil,  DIAGEO hopes to double its share of the luxury spirits market within the next five years.

Millian added; "Latin American and the Caribbean undoubtedly represents a huge opportunity for luxury brands, with Brazil, Mexico and Colombia leading the way.

Consumers are treating super and ultra premium imported spirits as high profile and visible segments that allow them to demonstrate their improved financial and social status.

"We currently have a strong, and growing, luxury business in Latin America and the Caribbean, and we expect to see our super deluxe brands continue to thrive as we capitalize on the emerging consumer dynamics and favorable economics that we are seeing in the region."

This week sees the WORLD CLASS Global Final brought to Latin America and the Caribbean for the first time as 50 finalists from markets across the globe compete to be crowned the DIAGEO RESERVE WORLD CLASS 2012 Bartender of the Year.

Rudy Paoli, Managing Director, DIAGEO Reserve commented; "WORLD CLASS is a year long program, which educates, trains and inspires thousands of the world's best bartenders in the art of mixology.  As one of DIAGEO's most significant investment in the luxury on trade globally, the program is designed to deliver for the customer by driving improved knowledge, skills and ability of bartenders, the consumer by providing an accessible platform into spirits and improving quality of experience, as well as DIAGEO."

"This year we are bringing the WORLD CLASS Global Final to Rio de Janeiro, in recognition of its status as a vibrant, international city with a new and exciting cocktail culture, anchored by Brazil's position as one of the fastest emerging luxury goods markets in the world.

"We know that the luxury Brazilian consumer has an international outlook, and a growing appetite for knowledge to understand the sophisticated cocktail culture. WORLD CLASS does exactly that by educating bartenders on the quality and craftsmanship of our luxury brands to create trusted fine drinking experiences for consumers."

Brazil contributes approximately 24 per cent of DIAGEO's organic net sales within Latin America and the Caribbean, and over the past four years DIAGEO sales in the country more than doubled and financial results increased by four times.

DIAGEO is a market leader in the super deluxe blended Scotch segment in Brazil, driven by strong presence of JOHNNIE WALKER® RED LABEL®. Overall, the JOHNNIE WALKER brand grew by 23% in Brazil during the first half of fiscal year 2012. This strong presence is also reflected across the region, with DIAGEO leading the super deluxe Scotch segment in Latin America and the Caribbean. Brazil is also the world's second largest vodka market right after the USA.

ENDS

Media contacts
For information about Diageo Reserve WORLD CLASS please contact:

Rachel Chan
Brand PR Manager, Diageo Reserve
+65 9618 5320
rachel.chan@diageo.com

Joanna Good
Neville McCarthy Associates
+44 (0) 207 940 2900
joanna@nevillemccarthy.com

ABOUT DIAGEO
DIAGEO is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer. These brands include JOHNNIE WALKER®, BUCHANAN'S®, GUINNESS®, BAILEYS®, OLD PARR®, SMIRNOFF®, J&B®, TANQUERAY®, RED STRIPE®, CAPTAIN MORGAN®, PAMPERO® and NAVARRO CORREAS® wine.  The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about DIAGEO, its people, brands, and performance, visit us at www.diageo.com.

For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, please visit www.DRINKiQ.com.

ABOUT DIAGEO RESERVE WORLD CLASS
Diageo Reserve WORLD CLASS is transforming fine drinking experiences and cocktail culture around the world and in the home. The industry's largest, most credible investment in the luxury on trade, it discovers the next generation of bartending talent who set the latest mixology trends and bring these to the best bars worldwide. At the core is an outstanding, global training programme and internationally recognized platform that elevates the craft of the bartender and builds careers in the industry culminating in an annual luxury landmark week where the Diageo Reserve WORLD CLASS Bartender of the Year is announced. Launched in 2009, over 15,000 bartenders have been inspired and educated in the craft of mixology using the finest spirits in the Diageo Reserve collection.  A partnership and collaboration with gurus, media, partners and owners, Diageo Reserve WORLD CLASS is widely recognized as a mark of sophistication and distinction of international fine drinking culture by bartenders and customers alike.

As an extension of the Diageo Reserve WORLD CLASS training programme, in 2011 Diageo launched the Diageo Bar Academy in Asia Pacific, the region's largest bartending course accredited by the Wine and Spirit Education Trust (WSET), which has trained 10,000 bartenders to date.
WORLD CLASS Global Final Week 2012 will take place in Rio de Janeiro, Brazil July 8 - 12. For more information on WORLD CLASS, please visit the Facebook page at www.facebook.com/GlobalWorldClassFinals.