As one of the world’s biggest brand builders, particularly in the premium drinks space, Antoinette Drumm, managing director of Diageo MENA, discusses the company’s activities in the Middle East.
How would you describe Diageo?
Diageo manufactures, supplies and sells some of the world’s most iconic brands, offering 200 brands in over 180 markets.
We firmly believe in celebrating life every day, everywhere, from Johnnie Walker, Don Julio, Tanqueray, Guinness and Baileys.
Additionally, we provide a wide range of non-alcoholic spirits, including Tanqueray 0.0%, Captain Morgan 0.0% and ready-to-drink products.
Despite my short time with Diageo, I witness daily the personal connection, relationships and passion to win in our business environments. Moreover, there is incredible pride associated with working for Diageo as we build authentically crafted, culturally relevant brands in the industry. Ultimately, we are delivering market and industry impact while driving sustainable growth for our partners and consumers alike.
What can you tell us about Diageo’s footprint and added value in the MENA?
As Diageo establishes a more prominent presence in the MENA region, particularly in the UAE, we’re renewing our focus. Additionally, we prioritize brands, categories, social innovation and sustainability as we collectively strive to support the market’s positive growth.
Moreover, our expansion signifies more than just a geographical shift; it embodies our unwavering commitment to economic growth in hospitality. Through strategic alliances, partnerships and proactive engagement, Diageo will effectively address evolving trade dynamics and operational imperatives for enhancement. For instance, we promote responsible consumption initiatives and champion sustainable packaging practices to drive commercial excellence in the region. Ultimately, Diageo upholds the highest standards of corporate citizenship while enhancing experiences for consumers and partners alike.
How do you assess the current state of the local market?
The MENA region continues to present significant growth potential across various categories in the beverage alcohol market, including gin. In addition, we have observed notable strides for tequila within the on-trade sector across key markets, indicating strong consumer demand. Moreover, this trend signals a robust appetite for diversification and premiumization among consumers who seek unique drinking experiences.
However, the region also faces challenges, including disruptions in trade routes and complexities in supply chains that complicate operations. Despite these hurdles, we firmly believe that the MENA region is ripe for innovation, luxury offerings and creative partnerships. This situation presents a valuable opportunity to introduce cutting-edge products and experiences that cater to evolving consumer tastes and preferences.
What have been some of this year’s highlights for the company?
So far, 2024 has proven to be an incredibly busy year, driven by the excellence and passion of our MENA team.
In Egypt and Morocco, we have successfully executed large-scale programs in tourist hotspots that enhance our clients’ celebratory moments significantly. Moreover, our team in Lebanon has worked with enthusiasm and excellence, launching new innovations while extending our cocktail programming and nightlife offerings. Furthermore, within the Gulf, we enhanced our support for trade partners, thus increasing our service levels and execution standards at purchase points.
In addition, we have been busy laying the foundations for future growth, ensuring that we have the right portfolio mix. This strategic approach supports our expansion into Reserve and Luxury, which is ideally suited for the Gulf region’s market.
