Senator Keg - Diageo's Answer to Illicit Brews in Kenya
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Case Code: BSTR452 Case Length: 18 Pages Period: 2004-2013 Pub Date: 2014 Teaching Note: Available |
Price: Rs.500 Organization: Diageo plc, East African Breweries Limited Industry: Beverages Countries: Kenya Themes: Business Environment, Emerging Markets |
Abstract Case Intro 1 Case Intro 2 Excerpts
About Diageo
Diageo traced its origins to Grand Metropolitan Public Ltd (Grand Metropolitan) and Guinness PLC (Guinness), which were major players in the global beverages market. Both the companies held ownership of brands whose inception dated back to the 16th century. These included the Johnson and Justerini partnership that dated back to 1749 and a brewery established by Arthur Guinness in Dublin.
Grand Metropolitan and Guinness entered into a merger deal valued at £21 billion in 1997. The merged entity was named as Diageo PLC. It was a food and drinks conglomerate headquartered in the UK and was listed on the London Stock Exchange in December 1997. Its product portfolio included a collection of some renowned drinks, which had been in existence since the 17th century.
In 2000, Diageo underwent a strategic realignment and decided to concentrate only on the beverages business. In 2000, the company, along with Pernod Ricard, acquired Canada-based Seagram's spirits and wine business for US$ 5.62 billion, with Diageo paying £ 3.7 billion of the total. This acquisition brought in brands like Captain Morgan rum, Crown Royal Canadian whiskey, Seagram's 7 Crown American whiskey, and Seagram's VO Canadian whiskey into Diageo's fold...
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