Andrew Morgan, president of Diageo Europe, said it had also identified growth categories in which to invest, such as rum. “We also plan to deliver an innovation pipeline, the likes of which we have never seen before,” he said.
Diageo’s Papero rum is its biggest brand in Italy and Morgan noted that Scotch was no longer a growth market in Spain, mainly because of the growth of the dark rum sector.
In addition to rum, Diageo may introduce one of its recent acquisitions - vodka brand Ursus, a market leader in Greece - to other European markets.
Diageo Europe has pinpointed five key drivers to enhance its performance. Morgan said: “We now have a European-wide logistics approach, which will make us more efficient.”