Diageo spots trends in e-commerce to define its future media model

Drinks giant Diageo is growing its e-commerce and direct-to-consumer capabilities, boosted by the pandemic, and these are now a key part of its future growth strategy.

Like many companies, Diageo’s e-commerce presence existed prior to 2020. It was always there, observed Sridhar B, global digital director at the drinks giant, “the problem was that we never gave importance to it”.

But come March of this year and the c

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