🤔Ever wonder about the origins of your favorite #whisky, #gin, #tequila or #vodka❓ It's likely from Diageo or Pernod Ricard, the leaders in the spirits business known for their extensive brand portfolios built via M&A.
🥃 DIAGEO was established in 1997 through the merger of Guinness and Grand Metropolitan.
🍸 PERNOD RICARD emerged from the 1975 merger of Pernod Fils (dating back to 1872) and Ricard (from the 1930s), the two leading French producers of aniseed-flavored aperitifs.
🔸#Finances for 2023🔸
💰 Revenue: Diageo's revenue (💲21.7B) surpasses Pernod Ricard's (💲13.4B) by 60%.
📈 Growth Rate: Over the past five years, Diageo's growth (6.25% CAGR) has outpaced Pernod Ricard's (5.25%).
💵 Net Income: Diageo generates double the net income of Pernod Ricard: 💲4.7B vs. 💲2.5B.
📊 Gross Margin: Both companies maintain a very healthy gross margin of 60%.
👥 Employees: Diageo (30k employees) has 50% more staff than Pernod Ricard (20k).
🔸#ProductMix🔸
🥃 Whisky Dominance: Diageo is notably strong in whisky, accounting for 37% of its revenue. Other significant categories include beer (15%), tequila (12%), and vodka (9%).
🍹 Top Sellers for Pernod: Pernod Ricard highlights Absolut Vodka (12.7M cases), Jameson (10.7M), and Ballantine's (8.8M) as top sellers.
🔸#MarketPresence🔸
🗽Diageo's largest market is the US, with a sales breakdown of 39% North America, 21% Europe, 19% Asia Pacific, 11% LatAm, and 10% Africa.
🏯Pernod Ricard shows particular strength in Asia, especially India, with revenue distribution of 27% America, 27% Europe, and 42% Asia (plus rest of the world).
🔸#Advertising🔸
📢 In 2023, Diageo allocated 18% of its revenue to advertising (💲3.83B).
🎯 Pernod Ricard spent a more efficient 16% (💲2.1B) on advertising.
🔸#MarketOverview🔸
💹 Global Market Value: The global alcohol market's retail sales value stands at 💲1.17 trillion.
📊 The alcohol beverage market has seen a 4% CAGR over the past five years, with spirits growing at a faster 6% CAGR.
💎 A shift towards premiumization is evident, with 27% of Diageo's sales being super premium (up from 18% five years ago) and 63% being premium or super premium. Notably, Johnnie Walker Black Label grew 16% last year.
🔸#Comparison with AB InBev🔸
🆚 Anheuser-Busch InBev (maker of Bud, Corona, Stella Artois, etc...) boasts a market cap 50% greater than Diageo's and 3✖️that of Pernod Ricard's, with nearly double the combined revenue of Diageo and Pernod (💲59B vs. 💲35B) but only 15% more net profit (💲5.3B net profit) than Diageo.
🔄 Profitability & Growth: Diageo's profitability is attributed to similar % gross margins but significantly fewer employees (154k for Anheuser-Busch InBev vs. 30k for Diageo). As you can imagine it is a lot more efficient distributing $30 whisky bottles than cans of beer.
🏆Diageo's growth rate (6.25% CAGR) is three times faster than Anheuser-Busch InBev's (2.25% CAGR) over the past five years.
CEO at WhiskyInvestDirect
2moThanks for recommending John. Hope you are well.