Abstract

In November 2012, UK-based based beverages company Diageo Plc (Diageo) announced that it would acquire a major stake in India-based United Spirits Limited (USL), owned by UB Group. The case describes the acquisition in detail.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• What were the benefits of the agreement for USL and Diageo?
• What strategies should Diageo adopt to make its mark in the Indian market?
• How can Diageo introduce its premium brands in the cost-conscious Indian market?
• What are the challenges that lie ahead for Diageo in conquering the brewery market in India? Discuss in detail.

Keywords

Diageo, United Spirits, Vijay Mallya, United Breweries Holding Limited, Royal Challengers Bangalore, Formula 1, Wolff Olins, Whyte & Mackay, Johnnie Walker