COLLABORATION & PARTNERSHIP
Collaboration and partnerships also hold great promise as avenues for innovation and growth . Whether through strategic alliances with technology companies to develop cutting-edge digital solutions , or collaboration with other industry players to create unique product offerings , Diageo builds bridges to leverage the collective expertise and resources of its partners to drive innovation and stay ahead of the curve in a rapidly evolving landscape . Control states , needless to say , have an open invitation to work closely together with Diageo .
DIGITAL ACCELERATION
The current state of digital acceleration presents a wealth of opportunities for Diageo to engage with consumers in innovative ways . From personalized marketing campaigns to leveraging augmented reality in immersive brand experiences , the possibilities are virtually limitless . Digital is reshaping our entire business — by harnessing the power of social media platforms , e-commerce channels and mobile apps , Diageo can establish deeper connections with consumers , drive brand awareness , loyalty and , ultimately , sales .
SUSTAINABILITY
As an industry that relies on natural resources — like heat , water and grain — to produce quality products , our long-term success and stewardship of the environment go hand in hand . It is why Diageo ’ s “ Society 2030 : Spirit of Progress ” plan addresses the most material issues facing our business , people , brands , suppliers and communities . From the farming and production of our ingredients to the creation and distribution of marketing materials or merchandising , we want to ensure each stage of our supply chain is environmentally sustainable . And we ’ ve taken significant strides in this direction , with initiatives aimed at reducing water usage across our operations , reaching net zero carbon across our direct operations , and using 100 % renewable energy , as well as eliminating waste and increasing recycling content . Control states are also beginning to fully adopt sustainability initiatives across their enterprises .
CLOSING
In navigating these new horizons and seizing the opportunities that lie ahead , Diageo must always remain true to its ambition to be one of the most trusted and respected consumer goods companies . By pursuing premiumization , fostering collaboration , embracing digital innovation and prioritizing sustainability , Diageo stands ready to continue to thrive and shape the future of the beverage alcohol industry for generations to come .
And , as the company looks ahead , one thing remains certain : The horizon may be ever-changing , but with vision , determination and a commitment to excellence , the opportunities that await are boundless .
In closing , I invite all control states to join us today as we build the future together and , in the meantime , I thank Chairman Wooton for his theme , as well as his leadership , over this past year .
BROOKE RODRIGUEZ
Bacardi General Manager Commercial Operations Control States
At Bacardi , everything we do is with a long-term view . As a family-owned business for 162 years , we ’ ve grown into a global business by always keeping an eye on what ’ s new and next . That includes the continued taste for premium , as consumers look to drink less but better spirits that provide a taste of luxury , even in tough economic environments . In the Bacardi Global Consumer Survey , quality ranked as the number-one reason for choosing a drink among respondents in the United States . Premium spirits are top of mind for younger cohorts too , with 41 % of U . S . respondents aged 21 – 44 looking to seek more premium spirits in this year .
Tequila unanimously ranked as the number-one premiumization category globally , according to more than three quarters ( 78 %) of respondents in the Bacardi Global Brand Ambassador Survey . Patrón tequila is poised for this trend , and takes it to new heights with its latest innovations : Patrón El Cielo and Patrón El Alto . Patrón El Cielo , is a prestige silver tequila with a light , fresh and ultra-smooth finish . Patrón El Alto is made with extra añejo , aged for four years and blended with exceptional añejo and reposado tequilas . It ’ s presented in a striking azure bottle that stands out on any bar shelf .
Our focus on premium and unique offerings are also part of our ongoing barrel programs with Patrón , Angel ’ s Envy and Teeling Irish Whiskey , giving states and retail outlets something special to offer customers .
Our Trends Report also highlights innovative aging and
24 StateWays • Summer 2024 www . stateways . com