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Diageo Americas Supply, Inc. history
Diageo Americas Supply, Inc. company history timeline
In the meantime, the company was converted to a public limited company in 1982 under the name Arthur Guinness & Sons PLC.
By mid-1985 Saunders seemed to have conquered.
In January 1987 the Guinness board of directors asked for Saunders’s resignation, and subsequently, in March, brought legal action against Saunders and one of his fellow directors, John Ward.
Distillers was also bolstered by the September 1987, $555 million acquisition of Schenley Industries Inc., which held the United States rights to Dewar's and Gordon's gin.
By 1989 each company had gained a 24 percent stake in the other, although Guinness’s holding in LVMH was indirect.
GrandMet in 1995 paid £1.8 billion ($2.6 billion) for Pet, Inc., which produced most notably the line of Old El Paso Mexican-food products, as well as Progresso soups.
Diageo was founded in December 1997 and is headquartered in London, the United Kingdom.“
Diageo’s roots stretch back nearly 300 years: The company’s current iteration didn’t come around until 1997, but the namesake of one of its flagship brands, Guinness, signed a 9,000-year lease in Dublin in the late 18th century.
Less than a year later, however, the two companies announced the merger that in late 1997 would create Diageo plc.
By early 1997—when Bull was serving as chairman and John McGrath as chief executive—GrandMet had narrowed its packaged-food focus to four core international brands: Pills-bury, Green Giant, Haagen-Dazs, and Old El Paso.
In late March 1998, the merged company, now named Diageo plc, announced an agreement to sell these brands to Bermuda-based Bacardi Ltd. for £1.15 billion ($1.94 billion) in cash.
NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, Guinness was acquired by Diageo.
On the new product front, Diageo introduced Guinness Draught in a Bottle in 1999, and that same year Smirnoff Ice was launched first in Britain and then in Ireland, the Canary Islands, Australia, and South Africa.
Diageo also sold Cruzcampo, the Spanish brewing business, to Heineken N.V. in January 2000.
By 2000 Diageo had endured three years of criticism from analysts unimpressed by the outcome of the Grand Met-Guinness merger.
"International Brand Development." Marketing, June 12, 2001.
Malibu was sold to Allied Domecq PLC in May 2002 for approximately $796 million.
Diageo enlisted its United States agency, the New York office of Bartle Bogle Hegarty, to further recast the "Keep Walking" idea in 2003.
Rather than continuing to compete with vodka and other clear spirits for the youth market, Chivas Regal in 2003 instead began repositioning itself to appeal to an older male market.
In February 2005 the Chalone Wine Group was acquired for £153 million ($285 million), giving Diageo a group of high-end wineries based in California with properties there, in Washington State, and in France.
Diageo shuttered its Park Royal brewery in London in June 2005, transferring its production of Guinness for the U.K. market to its St James's Gate brewery in Dublin.
The update of "Keep Walking" won a Silver EFFIE Award in 2005.
Diageo’s 2015 revenue leader? Scotch, followed by beer and vodka.
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