green labels

Diageo is responsible for a world-leading package of over 200 premium brands of drinks. Alongside managing the steady growth of this portfolio, Diageo is pushing forward with sustainable packaging options and a broad ESG programme. Report by Phil Nicholls.

The Diageo Sustainable Solutions programme asked innovators for ideas to achieve sustainable growth. Launched in 2020, the programme has launched three different rounds of creative challenges.

Of particular note, the second round focused upon sustainable packaging technologies. The process began in November 2021 and has now reached the pilot stage. Ideas under consideration include the use of sustainable containers, increased refilling or returning of bottles and updated packaging for shipping.

Diageo was formed in 1997 as a merger between Grand Metropolitan and Guinness. However, the brands within the Diageo portfolio stretch back a lot longer, with some reaching down into the 17th Century.

At the turn of the millennium, Diageo consolidated its assets with a focus on premium drinks. As the company progressed through the new century, it steadily expanded its range of brands with additions such as Captain Morgan, United Spirits Limited and Chase Distillery. In 2022, Diageo moved its global headquarters to Great Marlborough Street in London, within the heart of Soho.

Diageo currently has over 200 brands within the premium drinks sector, with sales in more than 180 countries. The company operates 132 production sites and employs around 28,000 people globally. 2022 brought a 21% growth in new sales to £15.4 billion, delivering an operating profit of £4.4 billion.