Sales in Ireland increased 7% last year, primarily driven by Guinness
Consumers have chosen cheaper options in markets such as Latin America and have been drinking stocks of spirits built up in the Covid-era boom, affecting Diageo ’s sales. Photograph: Liam McBurney/PA WireA slowdown in Latin America, the Caribbean and the US pushed Guinness owner Diageo to its first annual sales decline since the pandemic despite a pick-up in sales in Ireland and Britain.
Consumers have chosen cheaper options in markets such as Latin America and have been drinking stocks of spirits built up in the Covid-era boom, affecting Diageo’s sales. The company said the consumer environment remains challenging, with the drag on margins continuing into 2025. Chief executive Debra Crew said drinkers in the US have reined in spending. “You do see persistent inflation that is really weighing on consumers and their wallets,” she told reporters on a call.
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