Consulting Report | 06 Feb 2024

Diageo’s Economic Impact in Europe

Diageo commissioned Oxford Economics to produce an assessment of its economic impact across Europe in 2022. This illustrated the company’s large economic footprint, which supported a significant number of jobs throughout its value chain.

Diageo is a global leader in premium drinks. Amongst its more than 200 brands are some of the most recognisable drinks in the world, including Johnnie Walker, Smirnoff, Tanqueray, and Guinness. One in every 20 alcoholic beverages sold globally is a Diageo product.

This report analyses Diageo’s economic footprint in Europe, its historical home, where many of its brands originated and Diageo itself was formed in 1997. It found that Diageo’s ‘grain to gate’ operations supported a €10.5 billion contribution to EU27+ GDP, 84,500 full time jobs, and €6.1 billion in tax revenue.

To download the report, please click here.

The experts behind the research

Our Economic Consulting team are world leaders in quantitative economic analysis, working with clients around the globe and across sectors to build models, forecast markets and evaluate interventions using state-of-the art techniques. The lead consultants on this project were:

Matthew Tinsley

Lead Economist

Pete Collins

Director, Economic Consulting

Jake Kuyer
Jake Kuyer

Associate Director

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