Diageo Investor Day Presentation Deck
SCOTCH PENETRATION IS FASTER THAN COGNAC
AND THERE IS SIGNIFICANT RUNWAY TO GROWTH
China Usage & Attitude study¹
Whisky
Cognac
Whisky growing ahead of Cognac
Whisky
Cognac
2015
9%
9%
Tmall national shopper purchase data²
2020
16%
1.3
13%
Nov 2020 Growth Rates
0.6
44%
20%
(16%)
+7ppt
+4ppt
(44%)
¹ China Usage & Attitude study-2015 study conducted by Shanghai Soaring Market Research in May 2015 and
2020 study conducted by Kantar in January 2020 (past 4 weeks consumption among 21-50 year-olds drinking
International Spirits, Baijiu, Wine or RTD in five major cities).
2 Tmall national purchase data: Nov 2019 to Nov 2020
Estimated³ penetration of total beverage alcohol
across Greater China
>50%
Beer
~30%
Wine
~30%
Baiju
~3%
International
Spirits
DIAGEO
3 Combined Sources including: CNRS; China Usage & Attitude Study by Kantar;
Diageo Kantar BGS study; 2019 Incidence Study by Kantar; Diageo internal
estimates (estimated penetration considers post one year consumption).
>40%
HK Whiskey
>30%
Taiwan
Whiskey
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