Diageo Investor Conference - November 2013

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Diageo Investor Conference - November 2013
Diageo
Investor Conference

North American Whisky
November 2013
Diageo Investor Conference - November 2013
Diageo Investor Conference - November 2013
North American whisky is HOT

 • Classic cocktails
 • Pop culture
 • Ties to local/American pride

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Diageo Investor Conference - November 2013
NAW is the second largest spirits category
in the US and a key driver of growth
                 NAW* is 23% of spirits value driving over 50% of growth

        Share of total spirits sales (USD)                                 Share of spirits value growth vs. prior year
                                                                                                 OTHER
                                                                                                  2%
                              BRANDY/
            IRISH          PPC COGNAC                                                        IRISH
                                 5%
              2%       GIN 3%                                                               WHISKEY
                       4%                                                                     6%
                                            NAW
                                                                                   SCOTCH
        SCOTCH
          5%                                23%                                      12%

           TEQUILA
             7%
                                                                                                         NAW
                                                                                                         53%
            CORDIALS                                                                 VODKA
               9%                             VODKA
                                                                                      27%
                                               30%

                        RUM
                        12%

Source: Nielsen xAOC, 52 wks ending Oct 12, 2013 *North American whiskey

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Diageo Investor Conference - November 2013
Diageo has a strong portfolio of brands well
positioned for growth
                                                                                 Crown Royal #2 North American whiskey
    $ share of NA whiskey
                                  Laird   A/O
                                          1%
               Hood River
                  2%
                                   2%
                                                                                  Crown Royal Maple #1 Spirits Innovation1
                          Luxco
                           3%

                      Campari
                        3%
          Constellation
              5%
                                                Diageo
                                                 23%
        Heaven Hill
           6%                                                                            Bulleit Fastest Growing Bourbon2
                                                                                         Bulleit Rye #1 Leader in Rye whiskey
     Sazerac
      12%                                       Brown Forman
                                                    23%

                                                                                         George Dickel #2 Tennessee whiskey
                           Beam
                           21%                                                          George Dickel #3 Rye whiskey

                                                                                 7 Crown #1 Blended American whiskey

Source: NABCA, 12 months ending September, 2013
Notes: (1) Nielsen xAOC, through September 2013, (2) mainstream brands, defined as > 30K cs / yr NABCA

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Diageo Investor Conference - November 2013
Premiumisation is driving NAW growth
          Super premium+ brands are ~50% of category value but
                       delivering ~90% of growth
                  % of NAW value                           % of NAW growth

                                                             Premium
                                                              & lower
                                                               11%

               Premium
                & lower
                                          Super
                 47%                     premium
                                         & higher                        Super
                                           53%                          premium
                                                                        & higher
                                                                          89%

                                         Value growth by price tier
Source: Nielsen xAOC, 52 wks ending Oct 12, 2013

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Diageo Investor Conference - November 2013
Flavour innovations are driving NAW growth

          Flavours make up 11% of NAW sales…       … and drive 53% of value growth

                                       Flavoured
                                          11%

                                                    Unflavoured    Flavoured
                                                        47%           53%
                              Unflavoured
                                  89%

Source: Nielsen xAOC, 52 wks ending Oct 12, 2013

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Diageo Investor Conference - November 2013
Bourbon and Rye are growing rapidly

                                        Value growth – retail sales (USD)

                                                              51%

                                           12%

                                        Bourbon               Rye

Source: Nielsen xAOC, 52 wks ending Oct 12, 2013

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Diageo Investor Conference - November 2013
Diageo North American whiskey portfolio

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Diageo Investor Conference - November 2013
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Crown Royal is strong and building momentum

                                            6% CAGR

                     2% CAGR

                     F07 - 11                F11 - 13
                       Crown Royal net sales growth

Year ended 30 June

                                                        11
Crown Royal’s consumer franchise is more
 diverse than category competitors
                        Skews more Female and Multicultural than the NAW category

                  30%                                      17%                  14%   14%

                                                                 12%

                               26%

                     Female                             African American         Hispanic
                          Crown Royal Franchise                        NAW Category

Source: Milward Brown brand tracking survey Sept 2013

                                                                                            12
We’re investing in powerful platforms
for greater growth

   CONSUMER              INNOVATION     INTEGRATION
  ENGAGEMENT                             IN POPULAR
                                          CULTURE

                                                      13
“Reign On” campaign: Launched Jan 2013

        PURPOSE                                    BRAND GOAL
 Inspire men to become                        Become a contemporary
   modern-day kings                              symbol of status

                   REIGN ON = WINNING
                  We inspire all men. We enable each man.
    Crown Royal puts royalty on your side so you can win at the game of life.

                                                                                14
“Reign On” platform is strengthening brand
equity
     “Reign On” is more than a celebration of getting to
    the next level – it is about continuing to strive.

                                   Jul-Sept 2012            Jul-Sept 2013
                                                                                                   24%
                                                                    22%
                                         19%               19%                            20%

                   14%             15%
            11%

             Regular          "Brand that I love"       "Brand for      "Brand that is
           consumption                               someone like me" leading the way"
                                                           Source: Milward Brown brand tracking survey Sept 2013

                                       This makes me proud
                                         of Crown Royal.
                                                                                                                   15
Print

        16
Outdoor

          17
Outdoor

          18
Outdoor

          19
Digital

          20
Recent innovations are attracting new consumers

               Recruiting younger LPA and multicultural consumers
               interested in higher proof bourbons
               +20% CAGR since launch
               SRP: $30

                Recruiting women, multicultural and younger LPA
                consumers into the whiskey category
                SRP: $25

   Black and Maple now make up ~15% of Crown Royal net sales
                                                                    21
Innovation will continue to be a growth
engine

  Strengthens ultra premium image: SRP $50; 2x Crown Royal Deluxe

                                                                    22
Creative
Crown Royal XO: Luxurious indulgence

                                       23
Innovation: Celebrating our heritage

  Special 75th anniversary blend honors King George VI inaugural visit to Canada

           Luxury positioning: SRP $75; 3x Crown Royal Deluxe
                                                                                   24
25
Bulleit is capturing the hearts and throats
of America

 Increased net sales five-fold in the past 3 years

             2003    2004   2005   2006   2007   2008   2009   2010   2011   2012   2013
Year ended 30 June

                                                                                           26
Bulleit exists to champion the conquering of new frontiers

                   A brand of substance
                   Inspired by Tom Bulleit, who quit his successful
                   law practice and risked everything to revive his
                   great-great-grandfather’s bourbon recipe

                                                                      27
Built from the bottom up
• Tom Bulleit, inspirational entrepreneur
• Inclusive and culturally relevant

                                            28
Bulleit engagement model – Discovery

 CHARM THE TRADE   TURN GATEKEEPERS    BUILD CONSUMER
                    INTO EVANGELISTS     AWARENESS
                                         CONSUMERS

                                                        29
Consumers are discovering Bulleit on premise

                                On premise is leading brand growth

                                                          102%

                                64%

                       Off premise
                       Off-premise                      On premise
                                                        On-premise
    Depletions growth 2012-13

                                                                     30
Print and outdoor

                    31
Recent innovations are accretive to
Bulleit’s fast growing base business

                                                            Bulleit 10
                                                           Bulleit Rye
                                                      Bulleit Bourbon

                 2003   2004   2005   2006   2007   2008   2009    2010   2011   2012   2013
 Year ended 30 June

                                                                                               32
Bulleit is now the BEST SELLING RYE

              10%                                  22%          33%

     Jan 2012                                 Jan 2013         Present

                                  Bulleit share of total Rye

Source: Nielsen xAOC, 52 wks ending Oct 12, 2013

                                                                         33
Bulleit is an award-winning whiskey

                                      34
Bulleit international expansion

    Plans are in development to launch in more than a dozen markets

                                                                      35
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George Dickel is founded in a world where
                  integrity is the true measure of success

                 We believe that if it’s worth doing, it's worth
                                 doing right:

                 • Small, dedicated staff
                 • Chill charcoal filtered – smooth sippin’ whiskey
                 • Everything made on-site – in “Cascade Hollow”

“Don’t change a damn thing” – made the same way from
            George Dickel’s original recipe
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A finely crafted whisky:
“Hand Made the Hard Way”

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George Dickel Rye expands appeal

   • Uniquely finished in the style that made George famous
      A unique rye whisky put through the George Dickel chilled,
      charcoal filtering process

   • Impressive success since November 2012 launch:
       • The #3 selling rye in America
       • Gold Medal – SF World Spirits Competition
       • 91 points – Beverage Testing Institute
       • 4 stars – Spirit Journal

   • SRP - $24.99

Source: combined open states shipments (DISCUS) and control states depletions (NABCA), P12M as of 6/30/13

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George Dickel in the news

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George Dickel: A highly awarded whisky

  SRP $ 750ml       $17.99                    $24.99                     $24.99                         $44.99
                                   Double Gold Medal ’07                                   Gold Medal ‘07, ‘10, ’11, ‘13
                Gold Medal ’10
                                                                  Gold Medal ‘13
                                   Gold Medal ‘05, ‘10, ’11                                Silver Medal ‘06, ‘11
                Silver Medal ‘11
                                   Silver Medal ‘06, ‘08, ‘11                              Bronze Medal ‘08
                                                                                           13: Extraordinary, Ultimate
                                   ’11, ‘13: Chairman’s Trophy                             Recommendation, 93 points
                ‘12: Very Good,    Winner: Extraordinary,
                Strongly           Ultimate Recommendation: 97                             ‘12: Chairman’s Trophy Winner:
                Recommended: 97    points                                                  Excellent, Highly Recommended: 91
                points
                                   ‘12: Very Good, Strongly                                ‘10: Very Good, Strongly
                                   Recommended: 89 points                                  Recommended: 89 points

                                   Best Buy ’12                                            Gold Medal, 92 points in ’07, ’12,
                Silver Medal &                                                             ’13
                                                                  Scored 91 points w/
                Best Buy: 89       Gold Medal ‘02-’06, ‘12, ’13
                                                                  Exceptional Rating ‘13
                points ‘12                                                                 Scored 92 points w/ Exceptional
                                   Scored 90 points w/                                     Rating ’06
                                   Exceptional Rating ’06

                                                                                                                                41
George Dickel “Buy the Barrel” programme

•   Special crafted offering for consumers

•   Provides retailers premium customised offer & display

•   Ultra premium pricing halo: SRP $50 - $70

                                 42                         42   42
Upcoming innovation reinforces craft, heritage
and adoration from whisky enthusiasts
 • Crafted in spirit of Prohibition Era
 • A whiskey that’s “Mellow as Moonlight”

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INNOVATION FOR WHISKEY ENTHUSIASTS

                                     44
Flavoured innovations will continue to recruit
new consumers to North American whiskey

                        1 out of 5
                   flavoured whiskey
                        triers are
                     new to whiskey

                                                 45
Expanding reserve – Blade & Bow concept
        Aged and beautifully finished Kentucky bourbon entrenched
                in our historic Stitzel Weller distillery site

                                                                    46
Expanding Reserve – Orphan Barrel Concept

                                            47
More exciting innovation to come

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In summary, North American whiskey offers
Diageo an exciting opportunity for growth

• Strong and growing portfolio of brands
• World class innovation capabilities
• Well positioned to capitalize on trends in premiumisation, flavours and craft

                  Diageo is positioned for success!

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Cautionary statement concerning forward-looking statements
This presentation contains ‘forward-looking’ statements. These forward-looking statements can be identified by the fact that they do not relate only to historical or current
facts. In particular, forward-looking statements include all statements that express forecasts, expectations, plans, outlook and projections with respect to future matters,
including trends in results of operations, margins, growth rates, overall market trends, the impact of interest or exchange rates, the availability or cost of financing to Diageo,
anticipated cost savings or synergies, the completion of Diageo's strategic transactions and restructuring programmes, anticipated tax rates, expected cash payments,
outcomes of litigation, anticipated deficit reductions in relation to pension schemes, general economic conditions and all statements on the slide “outlook statements”. By their
nature, forward-looking statements involve risk and uncertainty because they relate to events and depend on circumstances that will occur in the future. There are a number
of factors that could cause actual results and developments to differ materially from those expressed or implied by these forward-looking statements, including factors that are
outside Diageo's control.
These factors include, but are not limited to:
  changes in political or economic conditions in countries and markets in which Diageo operates, including changes in levels of consumer spending, failure of customer,
   supplier and financial counterparties or imposition of import, investment or currency restrictions;
  changes in consumer preferences and tastes, demographic trends or perceptions about health related issues, or contamination, counterfeiting or other circumstances
   which could harm the integrity or sales of Diageo’s brands;
  developments in any litigation or other similar proceedings (including with tax, customs and other regulatory authorities) directed at the drinks and spirits industry generally
   or at Diageo in particular, or the impact of a product recall or product liability claim on Diageo’s profitability or reputation;
  the effects of climate change and regulations and other measures to address climate change including any resulting impact on the cost and supply of water;
  changes in the cost or supply of raw materials, labour and/or energy;
  legal and regulatory developments, including changes in regulations regarding production, product liability, distribution, importation, labelling, packaging, consumption or
   advertising; changes in tax law, rates or requirements (including with respect to the impact of excise tax increases) or accounting standards; and changes in environmental
   laws, health regulations and the laws governing labour and pensions;
  the costs associated with monitoring and maintaining compliance with anti-corruption and other laws and regulations, and the costs associated with investigating alleged
   breaches of internal policies, laws or regulations, whether initiated internally or by external regulators, and any penalties or fines imposed as a result of any breaches;
  ability to maintain Diageo’s brand image and corporate reputation, and exposure to adverse publicity, whether or not justified, and any resulting impacts on Diageo’s
   reputation and the likelihood that consumers choose products offered by Diageo’s competitors;
  increased competitive product and pricing pressures and unanticipated actions by competitors that could impact Diageo’s market share, increase expenses and hinder
   growth potential;
  the effects of Diageo’s strategic focus on premium drinks, the effects of business combinations, partnerships, acquisitions or disposals, existing or future, and the ability to
   realise expected synergies and/or costs savings;
  Diageo’s ability to complete existing or future business combinations, restructuring programmes, acquisitions and disposals;
  contamination, counterfeiting or other events that could adversely affect the perception of Diageo’s brands;
  increased costs or shortages of talent;
  disruption to production facilities or business service centres, and systems change programmes, existing or future, and the ability to derive expected benefits from such
   programmes;
  changes in financial and equity markets, including significant interest rate and foreign currency exchange rate fluctuations and changes in the cost of capital, which may
   reduce or eliminate Diageo’s access to or increase the cost of financing or which may affect Diageo’s financial results and movements to the value of Diageo’s pension
   funds;
  renewal of supply, distribution, manufacturing or licence agreements (or related rights) and licenses on favourable terms when they expire; and
  technological developments that may affect the distribution of products or impede Diageo’s ability to protect its intellectual property rights.
All oral and written forward-looking statements made on or after the date of this presentation and attributable to Diageo are expressly qualified in their entirety by the above
factors and the ‘Risk factors’ contained in Diageo’s annual report for the year ended 30 June 2013. Any forward-looking statements made by or on behalf of Diageo speak
only as of the date they are made. Diageo does not undertake to update forward-looking statements to reflect any changes in Diageo's expectations with regard thereto or any
changes in events, conditions or circumstances on which any such statement is based. The reader should, however, consult any additional disclosures that Diageo may make
in any documents which it publishes and/or files with the US Securities and Exchange Commission. All readers, wherever located, should take note of these disclosures.
This document includes names of Diageo's products, which constitute trademarks or trade names which Diageo owns, or which others own and license to Diageo for use. All
rights reserved. © Diageo plc 2013.
The information in this presentation does not constitute an offer to sell or an invitation to buy shares in Diageo plc or an invitation or inducement to engage in any other
investment activities.
This presentation includes information about Diageo’s target debt rating. A security rating is not a recommendation to buy, sell or hold securities and may be subject to
revision or withdrawal at any time by the assigning rating organisation. Each rating should be evaluated independently of any other rating.
Past performance cannot be relied upon as a guide to future performance.
The contents of the company’s website (www.diageo.com) should not be considered to form a part of or be incorporated into this presentation

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