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Diageo is a global leader in beverage alcohol with over 200 brands, old and new, large and small, global and local - the depth and breadth of our product portfolio across beer, wine and spirits is second to none, with brands sold in 180 countries, at almost every price point in every category.
We're a new company born from an incredible entrepreneurial legacy. The success of Guinness, Smirnoff, Johnnie Walker, Tanqueray and many more, over hundreds of years, led to the formation of our company in 1997.
North Asia is a market that thrives on diversity and transformation. Our ambition is to transform our participation and extend our leadership of the International Beverage Alcohol segment in Korea. Specifically, we will diversify the business, from being a Local Whisky & TOT channel-centered and dependent operation; to being an IMC with significant & vibrant whisky, and growing premium beer businesses, with an RTC giving us access to the key sales channels of the market.
We will maintain our No.1 position in local whiskey (Windsor, W-Ice) and extend leadership in international whisky (in particular Johnnie Walker) as well as double our beer market share becoming the #3 Int’l Beer (up from #5 today) and make a step change in vodka, growing volume by 60%. Marketing will play a critical role to enable these results during the next years, leveraging the Future of Marketing journey to lead the creation of long-term brand strategy and brand plans based on consumer, customer, and shopper insight.