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

Sam Peña-Taylor

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 channel’s importance was no longer a matter of debate. Now, he explained during a talk during Mediatel’s The Future of Brands event (November 2020), the channel is a key element of the company’s future growth plans.

He noted that it is part of a wider transformation, not only for the business, but at the micro-level of the consumer....

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