經全球主要酒類與烈酒展——全球酒博覽會研究發現，以消耗酒量計算，亞洲的酒類消費量在2010年前的10年內將增加46％，遠高于同一期間全球10％的增長。隨著全球酒類交易傳統市場歐洲市場的萎縮，亞洲市場的重要性日增。
作為行業的領導者，全球最大的洋酒集團帝亞吉歐洋酒集團敏銳地感受到了這種變化，并立即付之于行動，把亞洲市場列為最為重要的區域之一。帝亞吉歐將在亞洲市場上投入更多的精力與財力，將亞洲市場培養成最主要的業務增長市場。
日前，帝亞吉歐宣布成立帝亞吉歐亞太區，這是繼帝亞吉歐北美、歐洲及國際以外的全球第四個業務區域。新的亞太區將整合目前帝亞吉歐六大亞太國家和地區市場，即：大中華區（包括中國大陸、香港及臺灣）、東南亞、澳大利亞、日本、韓國和印度，其成立既體現出亞太地區經濟等各方面的良好發展前景，又充分表明了帝亞吉歐對亞太市場的高度重視，這將對整個亞太區的發展有著巨大的積極意義。值得一提的是，大中華區在整個亞太區表現突出，已成為帝亞吉歐亞太區增長最快的地區；在帝亞吉歐進入中國11年以來，旗下酒類產品如世界蘇格蘭威士忌銷量第一的Johnnie Walker（尊尼獲加）、世界第一的黑啤Guin－ness（健力士）、世界第一的利口酒Baileys（百利）、世界第一的伏特加Smirnoff（斯米諾）……深受中國消費者的歡迎，銷售額始終保持可觀的增長。以蘇格蘭威士忌市場為例，根據蘇格蘭威士忌酒協會公布的數字，2005年蘇格蘭向中國的烈酒出口量達到4600萬英鎊（約7億人民幣），蘇格蘭威士忌已經成為中國銷量最好的進口烈酒。2007年2月中旬，帝亞吉歐公布的2007財年中期報告指出上半年（2006年7月至12月）公司取得了良好的發展態勢，銷售額增長超過了上個財年同期水平。財報中特別提到，帝亞吉歐在中國市場銷售收入和市場份額都取得了可觀的增長：產品銷量增長43％，銷售收入增長73％，其中，由于明顯地增加了市場推廣力度，公司的尊尼獲加黑牌成為推動這一增長的明星產品，其銷量及銷售收入都將近翻番，出色的表現使帝亞吉歐產品的市場占有率持續飛速增長，并為越來越多的中國消費者所認可。帝亞吉歐亞太區的成立將使得大中華區能夠獲得更多的企業資源，實現更快的業務增長，為中國這一新興市場提供更好的支持。
帝亞吉歐新任亞太區總裁John Pollaers說道：“此次將之前隸屬于國際區的大中華區、東南亞區、澳大利亞、日本、韓國和印度整合成為新的亞太區，這意味著帝亞吉歐將整合公司內部的資源，包括組織結構、管理、市場營銷及人才方面的優勢，使亞太區的發展更上一個臺階。對于亞洲酒類市場的發展前景，我們非?？春?，并且堅信亞太區將成為帝亞吉歐全球發展速度最快的區域，為此我們感到非常驕傲。”目前，帝亞吉歐在亞太區建立了強大的創新儲備力量，已經有了1500名富有才華的員工。同時，帝亞吉歐將繼續為亞太地區增強建立人才儲備的能力：即吸引、雇用、發展、留住人才以及建立接班人計劃在企業內部形成合力，優化效益，在各方面使企業更精簡、行動更迅速、表現更加出色，無論是市場通路、分銷、銷售和市場、創新和全球供應鏈層面。
由于亞太區在全球市場的特殊地位，帝亞吉歐全球高級主管專門針對亞洲市場，共同商討并制訂了新的五年發展計劃。該計劃指明了帝亞吉歐公司發展方向以及實現計劃的選擇方式。該計劃明確指明中國與印度將是重要的新興市場。在包括中國大陸、香港和臺灣的大中華區，帝亞吉歐不僅將在業務方面取得兩位數的增長，使亞太區成為全球增長引擎，同時也將致力于將公司發展成為中國市場最受尊敬的外商投資企業、員工心目中的最佳雇主以及行業楷模。
隨著帝亞吉歐新的亞太區成立，帝亞吉歐在中國加大直接投入、和中國伙伴共同推動酒業發展適逢其時。帝亞吉歐將利用其在全球的先進經驗運用到中國市場并注重本地化的發展以及同中國行業一起成長。正如同它旗下的世界第一的蘇格蘭威士忌尊尼獲加的廣告詞一樣：“中國，永遠向前。
Trading in approximately 180 markets, we employ over 20,000 talented people around the world. With offices in 80 countries, we also have manufacturing facilities across the globe including Great Britain, Ireland, United States, Canada, Spain, Italy, Africa, Latin America, Australia, India and the Caribbean. And the people who work for us across these markets really care for the legacy of each of our brands. We want them to be enjoyed by consumers for generations to come, which means we also take our role as a producer of alcohol very seriously. Diageo is at the forefront of industry efforts to promote responsible drinking.
The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). The following information is registered with the Registrar of Companies for England and Wales:
Full name: Diageo plc
Registered Number: 23307
Registered office: Lakeside Drive, London, NW10 7HQ
Place of Registration: England and Wales
History
For example our earliest ancestor company formed in 1749, is Justerini & Brooks - wine merchants, and blenders of the famous J&B whisky range. 10 years after that, in 1759 Arthur Guinness signed the lease on the now world famous St James's Gate brewery in Dublin, going on to create a globally iconic brand.
Many of our distilleries were also fired-up in the late eighteenth century. Through the nineteenth and twentieth centuries our range of brands and our business continued to innovate and expand under various parent companies, and in 1997 Diageo was created through the merger of Grand Metropolitan Public Limited Company and Guinness PLC, creating a food and drinks conglomerate which included the world's greatest collection of premium drinks.
Between 2000 and 2002 we made the strategic decision to exit our food interests – with Burger King and Pillsbury being the two main divestments - and to focus exclusively on premium beverage alcohol. It was during this period, in 2001, that we acquired additional spirits and wine brands from Seagram, and we have subsequently expanded our range through both selective long term value acquisitions, strategic partnerships and innovation.
While we look always to the next step in the Diageo journey, we are grateful for the strength which the long and rich heritage of our brands brings to our company.
The Diageo Family Tree
Alcohol in Society
Creating a positive role for alcohol in society is fundamental to our company purpose and the long-term viability of our business.
We appreciate that responsible drinking is a valued and enjoyable part of celebrations in everyday life for most people who choose to drink. However, we recognise that some consumers cause harm to themselves and others when they drink irresponsibly. This is not good for them, for society or for our reputation, and we seek to do our part, working with others, to address this problem.
Diageo takes great care to only market our brands responsibly to adults. We support programmes, practices and policies that address issues related to the misuse of alcohol including drink driving, underage drinking, and excessive consumption of alcohol. We encourage our consumers to make responsible decisions about drinking – or not drinking – and we expect the same from our employees worldwide.
We offer all employees our DRINKiQ training course and encourage them to be ambassadors for responsible drinking.
We also aim to provide consumers with the information they need to make responsible choices regarding alcohol. One such effort is DRINKiQ.com. Launched in 2008, DRINKiQ.com is a global initiative, with an additional 18 national websites in 8 languages,aimed at raising awareness and sharing information with others interested in reducing the harm caused by alcohol misuse. It also houses nutritional, allergen and alcohol content information for all of our wholly owned Diageo brands.
Diageo focuses on three areas where we believe our contribution has the most impact:
1.Set high company and industry standards in responsible marketing and provide useful information to consumers about our brands.
2.Implement initiatives designed to raise awareness and work with others to seek to change attitudes and behaviour to minimise alcohol misuse.
3.Promote effective and targeted alcohol policies and foster balanced debate and stakeholder dialogue at the global, regional and country levels.
For the more information on our specific targets that we have set for ourselves across these catrgories, check out our online Corporate Citizenship Report.
About Us