Diageo Plans Global Consolidation

Spirits Marketer to Reshuffle Media Shops on its $200 Mil. Account
NEW YORK–Diageo, the world’s largest marketer of alcoholic beverages, is planning a global media consolidation later this fall involving all its liquor brands. Billings, which in the U.S. come close to $100 million, are believed to be twice that worldwide.
The move, sources said, is triggered by the London-based food and spirits conglomerate’s desire to achieve efficiencies following last year’s corporate reorganization.
Diageo was formed and renamed last year following the merger of Guinness with food and spirits company Grand Metropolitan.