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Diageo to boost innovation, announced the establishment of a new research and development centre in Shanghai, China. The new state-of-the-art facility – the first of its kind in the beverage alcohol sector in Shanghai

  • The new R &D helps product innovation and development ambitions in China.
  • The new facility will primarily support the China market and will strengthen Diageo’s ability to rapidly innovate and develop premium products that cater to Chinese consumer tastes.
  • The aim is to create an exciting portfolio of products developed in China for China based on local consumer insights and trends.

The Prominent deals and supports by Diageo are featured below:

Sep 2021: Japan’s leading whisky maker Komasa Kanosuke Distillery announce that Diageo has made a minority investment in the company. Diageo invested in the company through Distill Ventures a drinks accelerator.

Aug 2021: Diageo to expand its presence has agreed to acquire Mezcal Unión through the acquisition of Casa UM. Mezcal Unión is a leading Mezcal brands in bars and restaurants in Mexico. Earlier Diageo in partnership with Mezcal Unión provides expertise and supporting growth of the brand’s distribution network in Mexico, the United States, and other countries

April 2021: In order to strengthen ready to drink business, Diageo has acquired based Loyal 9 Cocktails. Rhode Island, New England based Loyal 9 Cocktails is a spirits-based ready to drink brand, from Sons of Liberty Spirits Company.

March 2021: To strengthen presence in American market, Diageo announces that it has acquired Far West Spirits LLC. The Texas based Far West Spirits is owner of the Lone River Ranch Water, a hard seltzer brand.

March 2021: To strengthen position in the beverage industry Diageo had completed the acquisition of Chase Distillery. Herefordshire, UK based Chase Distillery was founded in 2008 by entrepreneur William Chase.

Aug 2020: Diageo announced that it had reached agreement to acquire Aviation American Gin through the acquisition of Aviation Gin LLC and Davos Brands LLC for approximately $610 million.

March 2020: Diageo, announced that its subsidiary Guinness is establishing a $2 million fund providing support to communities affected by COVID-19 in Ireland.

March 2020: Diageo had announced a suite of measures to help support the British drinks trade as it faces unprecedented challenges from the impact of the COVID-19 crisis.

About Diageo
Diageo, based in London, UK is a global leader in alcoholic beverages. The company has an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Diageo’s products are sold in more than 180 countries across the world.

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