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Diageo North America

Diageo North America is the leading premium drinks business and one of the best-performing CPGs across the United States and Canada.

A North American powerhouse

With ten domestic Supply facilities across the United States, Canada and U.S. Virgin Islands, Diageo North America’s economic impact is significant. North America is also committed to progress in technical innovation and environmental sustainability.

North America produces more than 4,000 SKUs including Crown Royal whisky, George Dickel whisky, Bulleit bourbon, Smirnoff vodka, American Anthem vodka, Captain Morgan rum, Guinness beer and Smirnoff Ice premium adult beverages (PAB).

Approximately 48 million 9L cases of spirits are produced in North America every year. To ensure the future of our supply chain, we have a robust planning process that includes a 15-year outlook for whiskey production.

Every year, we purchase more than $1.1 billion in goods and services in the United States and Canada, including more than 14 million bushels of corn, barley and rye to make some of the world’s finest spirits and beer.

In FY18, our capital expenditure exceeded $170 million, as we invested in new and enhanced technologies, capabilities and facilities.

Our people in North America

At the heart of Diageo North America are 2,600 talented people producing, marketing and selling our brands across 27 sites located in the United States, Canada and US Virgin Islands.

A great place to learn and grow

All our employees have the opportunity to develop their careers at every stage of their working life. We provide everyone with competitive compensation and benefits, career development and leadership training programs, an Education Tuition Assistance program and we promote work-life balance in a dynamic and growing business.

Diageo North American is proud that our commitment to workplace diversity and inclusion has been routinely recognized by organizations across the US, including: Diversity MBA, Human Rights Campaign, National Association of Female Executives and Working Mother Magazine.

Debunking the myth of hard liquor in the United States

We encourage our consumers to enjoy alcoholic beverages in moderation. The US Government’s standard measures of 1.5 ounces of distilled spirits, 5 ounces of wine and 12 ounces of beer deliver exactly 14 grams of alcohol, whether the drink is fermented, brewed or distilled. Though the human body treats all alcohol as equal, Federal, State and Local governments do not, creating an un-level playing field across beverage alcohol.

  • On average, spirits in the United States are taxed at three time the rate of wine and twice the rate of beer.
  • Beer and wine are allowed to be sold in tens of thousands more outlets than spirits.
  • Beer and wine have enjoyed greater advertising freedoms for decades.

This disparity perpetuates the myth of “hard liquor” across America and creates a public health perception that there are “softer forms of alcohol.” Consumers face higher taxes and archaic laws that limit access to our products.

We believe that consumers of spirits should be able to buy the products they enjoy wherever beer and wine are sold and will fight excess tax increases, especially those that would exacerbate beer and wine’s existing advantage.