潜水简报:
- Diageo is selling 19 brands in its portfolio to Sazerac for $550 million and will return通过股票回购，投资者净额约为3.4亿英镑（4.41亿美元）的收益,according to a press release。吉尼斯，Smirnoff伏特加和约翰尼沃沃克威士忌的主人说该销售将使它专注于美国的高级品牌。
- 年代azerac — one of the U.S.'s oldest family-owned distillers —will get a variety of brands including Seagram's whiskey, Romana Sambuca and Booth's gin. Diageo also agreed to 10-year supply contracts with Sazerac for five of the drinks it's selling.
- “帝国有一个明确的战略，为我们的股东提供一致的有效增长和价值创造，”帝吉舞首席执行官Ivan Menezes在释放中表示。“这些品牌的处置使我们能够更加注重美国精神组合中的更快增长的溢价和高于品牌。”
潜入洞察力：
这一举措是帝威计划在高级产品上重新组合的巨大一步，具有增长和提高销售速度。这不是一个令人惊讶的交易，因为帝吉奥宣布在可能的情况下期待卸载some of its American brands. At the time, theglobal spirits powerhousewas looking to bring in between$500 million to $1 billion for the brands — and this deal is on the lower end of that goal. But it will bring in a good amount to shareholders and help in its pivot to concentrate on its core premium labels.
通过这个销售，酒精巨头正在寻求吹扫消费者倾斜的品牌，并修剪他们想要的饮料。帝国的收入速度较慢earlier this year当该公司报告年前的批量增长率下降1％ - 虽然它仍然认为全球销售额增长0.9％，营业利润增长3.7％。
Diageo’s finance chief Kathryn Mikellstold The Wall Street Journal它销售的19个品牌是所看到的产品，主要是市场的低端。
"People are not drinking more, they are drinking better," she said.
This strategic plan to trim down to just the high-end alcohol comes at a time when interest in strong liquor has increased,特别是千禧一代之间。一项调查发现千禧一代drink more hard alcohol比一代X和婴儿潮一代。此外，千禧一年的葡萄酒鸡尾酒的兴趣恢复了龙舌兰酒，威士忌和波旁的烈酒零售销售啤酒卷已经下降直行五年。
该公司还致力于升级其投资组合。两年前，酒精省级sold several of its wine brands到财政部酒，5.52亿美元。去年，Diageo买了Casamigos., the fast growing premium tequila brand in the U.S., for up to $1 billion. That acquisition allowed the company to add a top tequila product to its now refined portfolio to offset the sale of these 19 brands.
虽然帝国将集中在其更多的高级品牌上，但它并非没有挣扎。年代tudies have shown that millennials没有强烈的忠诚度对酒精品牌并寻求新的创新，所以帝吉啦也希望利用新趋势。今年早些时候，帝吉奥正在与之交谈at least three Canadian cannabis producers关于罐装饮料的交易。其他酒精品牌今年取得了类似的动作星座销售其葡萄酒品牌to focus on cannabis products.
A deal still hasn't been announced for Diageo and a CBD producer, but it could come soon given that Diageo just entered into this sale agreement and more states in the U.S. are looking at marijuana legalization. Diageo expects to complete this sale early next year. As Diageo offloads these brands, it could also look to pick up more high-end products as it grows and focuses its premium brands portfolio in the U.S. and around the world.
