经全球主要酒类与烈酒展——全球酒博览会研究发现，以消耗酒量计算，亚洲的酒类消费量在2010年前的10年内将增加46％，远高于同一期间全球10％的增长。随着全球酒类交易传统市场欧洲市场的萎缩，亚洲市场的重要性日增。
作为行业的领导者，全球最大的洋酒集团帝亚吉欧洋酒集团敏锐地感受到了这种变化，并立即付之于行动，把亚洲市场列为最为重要的区域之一。帝亚吉欧将在亚洲市场上投入更多的精力与财力，将亚洲市场培养成最主要的业务增长市场。
日前，帝亚吉欧宣布成立帝亚吉欧亚太区，这是继帝亚吉欧北美、欧洲及国际以外的全球第四个业务区域。新的亚太区将整合目前帝亚吉欧六大亚太国家和地区市场，即：大中华区（包括中国大陆、香港及台湾）、东南亚、澳大利亚、日本、韩国和印度，其成立既体现出亚太地区经济等各方面的良好发展前景，又充分表明了帝亚吉欧对亚太市场的高度重视，这将对整个亚太区的发展有着巨大的积极意义。值得一提的是，大中华区在整个亚太区表现突出，已成为帝亚吉欧亚太区增长最快的地区；在帝亚吉欧进入中国11年以来，旗下酒类产品如世界苏格兰威士忌销量第一的Johnnie Walker（尊尼获加）、世界第一的黑啤Guin－ness（健力士）、世界第一的利口酒Baileys（百利）、世界第一的伏特加Smirnoff（斯米诺）……深受中国消费者的欢迎，销售额始终保持可观的增长。以苏格兰威士忌市场为例，根据苏格兰威士忌酒协会公布的数字，2005年苏格兰向中国的烈酒出口量达到4600万英镑（约7亿人民币），苏格兰威士忌已经成为中国销量最好的进口烈酒。2007年2月中旬，帝亚吉欧公布的2007财年中期报告指出上半年（2006年7月至12月）公司取得了良好的发展态势，销售额增长超过了上个财年同期水平。财报中特别提到，帝亚吉欧在中国市场销售收入和市场份额都取得了可观的增长：产品销量增长43％，销售收入增长73％，其中，由于明显地增加了市场推广力度，公司的尊尼获加黑牌成为推动这一增长的明星产品，其销量及销售收入都将近翻番，出色的表现使帝亚吉欧产品的市场占有率持续飞速增长，并为越来越多的中国消费者所认可。帝亚吉欧亚太区的成立将使得大中华区能够获得更多的企业资源，实现更快的业务增长，为中国这一新兴市场提供更好的支持。
帝亚吉欧新任亚太区总裁John Pollaers说道：“此次将之前隶属于国际区的大中华区、东南亚区、澳大利亚、日本、韩国和印度整合成为新的亚太区，这意味着帝亚吉欧将整合公司内部的资源，包括组织结构、管理、市场营销及人才方面的优势，使亚太区的发展更上一个台阶。对于亚洲酒类市场的发展前景，我们非常看好，并且坚信亚太区将成为帝亚吉欧全球发展速度最快的区域，为此我们感到非常骄傲。”目前，帝亚吉欧在亚太区建立了强大的创新储备力量，已经有了1500名富有才华的员工。同时，帝亚吉欧将继续为亚太地区增强建立人才储备的能力：即吸引、雇用、发展、留住人才以及建立接班人计划在企业内部形成合力，优化效益，在各方面使企业更精简、行动更迅速、表现更加出色，无论是市场通路、分销、销售和市场、创新和全球供应链层面。
由于亚太区在全球市场的特殊地位，帝亚吉欧全球高级主管专门针对亚洲市场，共同商讨并制订了新的五年发展计划。该计划指明了帝亚吉欧公司发展方向以及实现计划的选择方式。该计划明确指明中国与印度将是重要的新兴市场。在包括中国大陆、香港和台湾的大中华区，帝亚吉欧不仅将在业务方面取得两位数的增长，使亚太区成为全球增长引擎，同时也将致力于将公司发展成为中国市场最受尊敬的外商投资企业、员工心目中的最佳雇主以及行业楷模。
随着帝亚吉欧新的亚太区成立，帝亚吉欧在中国加大直接投入、和中国伙伴共同推动酒业发展适逢其时。帝亚吉欧将利用其在全球的先进经验运用到中国市场并注重本地化的发展以及同中国行业一起成长。正如同它旗下的世界第一的苏格兰威士忌尊尼获加的广告词一样：“中国，永远向前。
Trading in approximately 180 markets, we employ over 20,000 talented people around the world. With offices in 80 countries, we also have manufacturing facilities across the globe including Great Britain, Ireland, United States, Canada, Spain, Italy, Africa, Latin America, Australia, India and the Caribbean. And the people who work for us across these markets really care for the legacy of each of our brands. We want them to be enjoyed by consumers for generations to come, which means we also take our role as a producer of alcohol very seriously. Diageo is at the forefront of industry efforts to promote responsible drinking.
The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). The following information is registered with the Registrar of Companies for England and Wales:
Full name: Diageo plc
Registered Number: 23307
Registered office: Lakeside Drive, London, NW10 7HQ
Place of Registration: England and Wales
History
For example our earliest ancestor company formed in 1749, is Justerini & Brooks - wine merchants, and blenders of the famous J&B whisky range. 10 years after that, in 1759 Arthur Guinness signed the lease on the now world famous St James's Gate brewery in Dublin, going on to create a globally iconic brand.
Many of our distilleries were also fired-up in the late eighteenth century. Through the nineteenth and twentieth centuries our range of brands and our business continued to innovate and expand under various parent companies, and in 1997 Diageo was created through the merger of Grand Metropolitan Public Limited Company and Guinness PLC, creating a food and drinks conglomerate which included the world's greatest collection of premium drinks.
Between 2000 and 2002 we made the strategic decision to exit our food interests – with Burger King and Pillsbury being the two main divestments - and to focus exclusively on premium beverage alcohol. It was during this period, in 2001, that we acquired additional spirits and wine brands from Seagram, and we have subsequently expanded our range through both selective long term value acquisitions, strategic partnerships and innovation.
While we look always to the next step in the Diageo journey, we are grateful for the strength which the long and rich heritage of our brands brings to our company.
The Diageo Family Tree
Alcohol in Society
Creating a positive role for alcohol in society is fundamental to our company purpose and the long-term viability of our business.
We appreciate that responsible drinking is a valued and enjoyable part of celebrations in everyday life for most people who choose to drink. However, we recognise that some consumers cause harm to themselves and others when they drink irresponsibly. This is not good for them, for society or for our reputation, and we seek to do our part, working with others, to address this problem.
Diageo takes great care to only market our brands responsibly to adults. We support programmes, practices and policies that address issues related to the misuse of alcohol including drink driving, underage drinking, and excessive consumption of alcohol. We encourage our consumers to make responsible decisions about drinking – or not drinking – and we expect the same from our employees worldwide.
We offer all employees our DRINKiQ training course and encourage them to be ambassadors for responsible drinking.
We also aim to provide consumers with the information they need to make responsible choices regarding alcohol. One such effort is DRINKiQ.com. Launched in 2008, DRINKiQ.com is a global initiative, with an additional 18 national websites in 8 languages,aimed at raising awareness and sharing information with others interested in reducing the harm caused by alcohol misuse. It also houses nutritional, allergen and alcohol content information for all of our wholly owned Diageo brands.
Diageo focuses on three areas where we believe our contribution has the most impact:
1.Set high company and industry standards in responsible marketing and provide useful information to consumers about our brands.
2.Implement initiatives designed to raise awareness and work with others to seek to change attitudes and behaviour to minimise alcohol misuse.
3.Promote effective and targeted alcohol policies and foster balanced debate and stakeholder dialogue at the global, regional and country levels.
For the more information on our specific targets that we have set for ourselves across these catrgories, check out our online Corporate Citizenship Report.
About Us