Despite the global rise in drinking at home, the drinks giant are being hit with a massive decline in on-consumption trade. In Europe, the on-trade accounts for approximately 50% of Diageo’s European net sales, although the size of the channel varies significantly between individual countries. It is also unclear if the pick up in the off-trade will be sustained.
Read the full article [here] as Marketing Week expands on how Diageo is reallocating resources across the group “as part of mitigation measures” as the on-trade is hit by lockdowns.