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LOS ANGELES–Following an audit of its U.S. media activity, Diageo plc is moving to a consolidation review of its estimated $150 million-plus beer and spirits media business in the U.S., sources said.
Included in the consolidation are Guinness Brewing, United Distillers & Vintners (which markets Johnnie Walker Scotch and Smirnoff Vodka, among other brands) and Seagram. The latter spent more than $110 million in 2000, UDV spent just under $40 million and Guinness just under $10 million, per Competitive Media Reporting.
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