Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
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https://casecent.re/p/20309
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Abstract
Diageo was formed in December 1997 through the merger of Guinness and Grand Metropolitan, the then leaders in the global liquor business. By 2003, Diageo had become the world''s largest scotch whisky manufacturer with its world famous brands like Smirnoff, Johnie Walker, Guinness and Bailey''s. It had operations in 180 countries with a global workforce of 6 2,000 employees. However by late 2003, it was alleged that Diageo was misleading consumers by marketing vatted malt under the Cardhu label, which was supposed to be a single malt whisky. The case enables readers to understand the intricacies of the scotch whisky industry.
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Abstract
Diageo was formed in December 1997 through the merger of Guinness and Grand Metropolitan, the then leaders in the global liquor business. By 2003, Diageo had become the world''s largest scotch whisky manufacturer with its world famous brands like Smirnoff, Johnie Walker, Guinness and Bailey''s. It had operations in 180 countries with a global workforce of 6 2,000 employees. However by late 2003, it was alleged that Diageo was misleading consumers by marketing vatted malt under the Cardhu label, which was supposed to be a single malt whisky. The case enables readers to understand the intricacies of the scotch whisky industry.