Diageo is a global leader in the beverage alcohol industry, manufacturing, supplying, and selling some of the world’s most iconic brands. With a remarkable portfolio of over 200 brands across 180 markets, it is the largest spirits company in the world, embodying both tradition and innovation.
Business Focus had the pleasure to speak with Antoinette Drumm, Managing Director Middle East & North Africa, about what makes the company so successful and what Diageo has in the pipeline.
She says: “At the heart of Diageo lies a profound belief: we celebrate life every day, everywhere. This ethos is woven into the fabric of our brands, which have become synonymous with celebration and connection, from timeless names like Johnnie Walker, Don Julio, Tanqueray, Guinness, and Baileys to newer, ground-breaking entrants that are transforming our industry.”
It is the ability to seamlessly blend legacy with innovation that positions Diageo at the forefront of the industry, she affirms. “Our range now includes cocktail mixes and non-alcoholic spirits such as Tanqueray 0.0%, Captain Morgan 0.0% and Guinness 0.0%, alongside an array of non-alcoholic ready-to-drink products. These innovations not only showcase our commitment to quality but also align with the growing demand for responsible drinking options.
“While we honour the rich heritage of our established brands, we are equally passionate about crafting culturally relevant and authentically modern offerings that resonate with today’s markets. This delicate balance between respecting tradition and embracing change ensures that we can continue to deliver meaningful, exceptional experiences to our consumers.”
Strengthened position
One of the most significant events of this year is the imminent opening of Diageo’s regional headquarters in Dubai, a strategic choice that enables the company to fully capitalise on the remarkable growth across the region. “This base does more than expand our operational footprint; it symbolises our dedication to driving economic progress and elevating the hospitality and drinks sectors throughout the MENA markets,” claims Drumm.
“We have also reinforced our focus on brands, categories, social innovation, and sustainability. Through strategic alliances and partnerships, we are enhancing experiences across the region, addressing evolving market dynamics, and elevating service excellence.”
“At the same time, we remain committed to promoting responsible drinking through various educational campaigns, encouraging moderation and raising awareness about alcohol consumption throughout all our markets.”
Across MENA, Diageo has experienced a dynamic year of success. In Lebanon, the company has expanded its cocktail offerings, creating a significant impact in the nightlife scene. In Egypt and Morocco, large-scale programmes have been implemented in key tourist destinations. And in the Gulf, Diageo has strengthened its support for trade partners by enhancing service and execution, laying the groundwork for future growth.
“Our continued focus on optimising our portfolio and strategically expanding into the Reserve and Luxury categories aligns seamlessly with the region’s unique potential, positioning us for sustained success in the years ahead,” says Drumm.
The ethos of excellence
Drumm explains that Diageo’s success is driven by several key differentiators that lie at the heart of its business philosophy. First and foremost is the company’s commitment to fostering an inclusive and diverse culture – this is reflected in its workforce, where 50% are women and 65% are ethnically diverse, representing 11 nationalities.
“Another core driver of our success is our deep connection to purpose. Guided by our mission to celebrate life in all its forms, we are motivated daily to pursue continuous improvement in our work and positively impact the communities we serve. This strong sense of purpose fuels our passion for consumers and customers, as we leverage insights and feedback to ensure we meet their needs and drive growth.”
“Our value-driven culture shapes our operations and interactions. We are passionate about consumers and customers, we value each other and build real relationships, fostering an environment where diverse perspectives are not only welcomed but leveraged to drive innovation and excellence.”
She also affirms that in the pursuit of excellence, the company embraces the ethos of being better. “We strive to be restless learners, continually seeking improvement and showing courage in our innovations. This mindset encourages us to experiment, take calculated risks, and learn quickly from both our successes and failures, further strengthening our capabilities.”
“Ultimately, we take immense pride in what we do and how we do it. Our achievements stem from the brilliant blend of our people and brands, our deep commitment to purpose, and our steadfast adherence to values that champion inclusivity, innovation, and excellence.”
Serving communities
Drumm claims that one of Diageo’s core objectives is to transform global drinking habits by promoting moderation and addressing key issues such as responsible consumption and underage drinking. In the MENA region, the company employs a tailored approach to ensure its programmes align with diverse regulatory environments and remain culturally relevant within each market.
To encourage responsible drinking, Diageo has developed DRINKiQ, an online platform designed to educate consumers about moderation and informed choices. By leveraging local partnerships and insights, the aim is to ensure that Diageo’s message of moderation reaches a wide audience and has a positive impact across different communities.
“Additionally, we are committed to educating 10 million young people, parents, and teachers globally by 2030 through programmes like SMASHED, an education programme on the dangers of underage drinking. In the MENA region, we have already made significant progress with a two-year initiative in Lebanon, where we partnered with over 45 schools to raise awareness about the risks of underage drinking.”
The SMASHED programme is set to be expanded into other relevant markets, working alongside a global social enterprise to deliver culturally sensitive yet impactful educational content, Drumm affirms.
“Through careful planning, local engagement, and a deep understanding of the communities we serve, we aim to continue driving positive progress and building a future where responsible consumption is embraced by everyone choosing to consume alcohol.”
For a healthier environment
One of Diageo’s key priorities is its sustainability agenda. This includes initiatives championing circular packaging solutions and reducing water consumption, reflecting the company’s commitment to minimising environmental impact and to leading in corporate citizenship within the region.
Drumm reflects that today’s consumers are increasingly mindful of their consumption habits and are seeking brands that prioritise sustainability. “Sustainability is embedded in our product development process, guiding us to meet both environmental standards and consumer expectations. We are dedicated to improving waste management, packaging, energy usage, emissions, water consumption, and farming practices.”
“Additionally, we are witnessing a notable trend towards health, wellness, and mindful drinking. In response, we have expanded our portfolio to include non-alcoholic options, such as Guinness 0.0%, recently launched in the UAE. This innovation caters to consumers who seek sophisticated choices without compromising on taste or experience, reflecting a significant shift in drinking habits driven by health consciousness.”
She further affirms that reflecting current market trends is essential for maintaining competitiveness and meeting the evolving consumers’ expectations. “As Managing Director of Diageo MENA, I actively integrate key trends such as customer preferences, sustainability, artificial intelligence, and digitisation into our strategic framework to ensure we stay ahead in the industry.”
Proactive approach
The company strives to understand and respond to customer preferences through innovative initiatives such as its Flavour Forecast, developed in collaboration with Ai Palette. This tool employs AI and machine learning to identify emerging trends by analysing global conversations across online and social media platforms. Complementing this is Diageo’s Foresight System, a digital platform that monitors global web and social media sources to interpret broader consumer behaviours and trends.
“These technologies provide us with real-time insights, enabling us to adapt swiftly and ensure that our strategies are data-driven and future-ready. They also reveal crucial consumer preferences, such as the demand for eco-conscious ‘Betterment Brands’ and a growing interest in unique umami flavours. By leveraging AI and digitisation, we align our product offerings with these evolving demands, ensuring that our business remains at the forefront of industry innovation.”
“By seamlessly integrating these market trends—customer preferences, sustainability initiatives, AI-powered insights, and digitisation efforts—we ensure that Diageo MENA not only meets but exceeds the expectations of our consumers. This proactive approach keeps us agile and responsive to market changes while reinforcing our commitment to responsible consumption and sustainability.”
A culture of appreciation
Even with the latest technologies, it is ultimately people who drive the business forward and Drumm affirms that Diageo actively strives to create a culture where every individual feels empowered to excel while being supported by a safe and inclusive environment.
“We encourage a culture of appreciation through our global recognition programme, Celebrate, which rewards behaviours that contribute to our success, such as collaboration, curiosity, experimentation, and decisive action. By investing in learning and development, we provide opportunities for our employees to enhance their skills across various areas, including strategic acumen, commercial knowledge, and digital expertise.”
The same collaborative approach is applied to the company’s suppliers who play a pivotal role in ensuring the sustainability and quality of Diageo’s products. The company collaborates closely with them to promote sustainable practices that benefit both the environment and local economies.
“Equally important are our partnerships, which expand our reach and amplify our impact. Through collaborations with various stakeholders, we implement community programmes like Learning for Life, which provides skills training to unemployed young people, helping them secure jobs in the hospitality and retail sectors.”
Diageo’s social efforts have a much wider reach, though. The company supports global initiatives such as Water of for Life, which aims to provide clean drinking water to communities in need, particularly in Africa, where access to clean water is critical. Furthermore, Diageo works with local farmers to promote sustainable agricultural practices that improve environmental health and bolster local economies.
“At Diageo MENA, we firmly believe that our collective efforts—through our people, suppliers, and partners—create a ripple effect that drives not only business success but also meaningful change in society. Together, we are committed to fostering progress and leaving a positive legacy in the communities we serve.”
Strategy of growth
Drumm affirms that Diageo is committed to strengthening its market position within the MENA region through strategic investments that drive growth and transformation. One of the key initiatives is the imminent opening of the MENA headquarters at the iconic One Zabeel in Dubai before the year’s end. This strategic move not only enhances Diageo’s presence in the region but also reinforces its dedication to effecting meaningful change, says Drumm.
“To further amplify our impact, we are doubling our investment levels behind our brands, particularly focusing on the Gulf markets with a strong emphasis on the UAE. Establishing offices in Dubai allows us to recruit top talent, enhancing our capabilities to support partnerships across various countries and clients. This dual focus on infrastructure and human resources will drive growth and sharpen our attention across all categories as we embark on the next phase of expansion in the MENA region.”
“Additionally, we are forging cross-sector partnerships to support Dubai’s hospitality and tourism sector in its journey towards becoming a global benchmark for excellence. By elevating service standards, nurturing talent, and promoting innovation, we aim to help position Dubai as the premier destination for luxury tourism, driving economic growth while setting new standards for the future of hospitality.”
On the sustainability side, the company plans to scale its collect-and-recycle programmes, initially established in Lebanon and Jordan, to additional market across the MENA region and is collaborating with experts to enhance packaging circularity and recycling efforts, developing schemes to collect and return glass packages as cullet for producing new bottles with higher recycled content.
“Over the next 12 to 18 months, we see Diageo continuing to build momentum and leading with a clear focus on growth, innovation, and sustainability across the MENA region. We are confident that the foundation we have established, particularly with the opening of our MENA headquarters, will accelerate our journey towards achieving long-term success and driving market growth.”
“As the Managing Director of Diageo MENA, I am honoured to be part of a brand that has not only shaped the industry for generations but continues to redefine it with forward-thinking initiatives,” Drumm affirms in concluding.
