Diageo balances global and local in Latin America

Stephen Whiteside

This report discusses how Diageo, the alcoholic drinks group, markets its products in Latin America. Latin American countries are argued to have more similarities than differences, including language and cultural underpinnings, allowing for a more homogenous regional marketing approach than elsewhere.

Diageo balances global and local in Latin America

Stephen WhitesideWarc

Cracking the Latin American market has traditionally proved a daunting proposition for brands given the frequent occurrence of economic instability, stratified income rates and the wide variation in infrastructural development observable throughout the region. But according to Chris Copeland, marketing and innovation director for Latin America and Caribbean at alcoholic drinks group Diageo, several trends are at work which mean the area can no longer be ignored.

"The opportunity for our business in Latin America is exciting; each year it is estimated there are roughly ten million new consumers...

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