E-Malt.com News article: Singapore: Diageo opens regional hub in Singapore

Diageo, the world's leading premium drinks business, announced on January 24 that it has opened a new regional hub office in Singapore.

John Pollaers, Managing Director, Diageo Asia, said, 'I am delighted to announce that we have chosen Singapore as the newest of Diageo's major global hub locations. This recognizes the increasing importance of Asia to Diageo and of our long-term commitment to the region.'

'Our decision to put our regional headquarters in Singapore reflects the country's well-developed infrastructure, highly skilled workforce and regional connectivity. These make it an ideal base for managing our businesses, dealing with our business partners and delivering value to our customers throughout the region. I'd particularly like to thank the Economic Development Board for their support and advice as we made our choice.'

Congratulating Diageo on its opening, Mr Teo Ming Kian, Chairman, Economic Development Board, said, 'We welcome the set up of Diageo's new regional headquarters in Singapore. Diageo will find in Singapore two critical strengths. Firstly, for a company dealing in premium brands and products, Singapore offers a trusted hub to manage its regional functions and finances. Secondly, the market accessibility and excellent connectivity. We wish Diageo every success in its business.'

Mr Pollaers continued, 'Diageo is committed to becoming one of the most admired and respected businesses in Asia. As the world leader in our industry, we are building strong and lasting relationships with our business partners; working to enrich the communities in which we operate; and creating exciting opportunities for our consumers to celebrate with our range of premium brands.'

'Asia is important to Diageo, whose predecessor companies established a strong presence across the region. Many of our brands, such as Johnnie Walker and Guinness, attract strong local loyalty. The Johnnie Walker range has superb brands for all occasions, including Black Label, a blend of over 40 Scotch whiskies aged for a minimum of 12 years, and the exclusive Blue Label, created from the rarest and most expensive whiskies in the world. Every second of every day, consumers around the world enjoy five bottles of Johnnie Walker, making Johnnie Walker the world's favourite whisky brand.'

Global expertise in Asia

Our new structure means that 10 businesses in Asia now report to the regional headquarters. The Singapore office is home to our regional brand directors and provides core support across a number of functions including finance, marketing, supply, human resources and corporate relations.

The new Diageo Asia senior management team, led by John Pollaers, has been pooled from markets around the world. Pollaers, an industry veteran, was credited with the integration of four companies within Australia to form Diageo Australia. Under his leadership, Diageo Australia became one of the fastest growing alcohol businesses for Diageo, with brand leaders in each major category. John was also Chairman of the Distilled Spirits Industry Council of Australia from 1999 to 2004 and led an initiative to embed the promotion of responsible drinking into industry ways of working.

Investments in brands across Asia

Over the next 12 months, Diageo will continue to invest in existing and new brands in Asia. Recognised as one of the world’s most innovative companies, Diageo has constantly created new brands such as Smirnoff Ice and Ciroc Premium Vodka as well as refreshing existing brands with exciting new variants, such as Smirnoff Cranberry Twist and Johnnie Walker Green Label. The innovative Draught Guinness surger pouring process which is now available in Singapore is another advantage of Diageo investment in innovation, this time in technology to facilitate a 'perfect serve' experience for consumers.

Diageo's strategy is to cultivate category leaders. The company manages eight global priority brands, including Johnnie Walker, the world's favourite whisky, Baileys, the no.1 liqueur in the world, Guinness, the world's most popular stout and Smirnoff, the best selling vodka globally. Overall, and in all regions, our global priority brands are our main growth drivers, representing nearly 60% of our volume. Alongside these is a range of around 140 other brands, many of them local market leaders in their categories.

'Diageo is a premium brand company and premium brands are our engine for growth, as underlined by our recent launches of two premium Scotch whiskies, Windsor 21 Year Old in Korea and Old Parr 18 Year Old in Japan' explained Mr. Pollaers.

About Diageo

Diageo was formed in 1997, following the merger of Guinness and GrandMet and is headquartered in London. The word Diageo comes from the Latin for day (dia) and the Greek for world (geo). We take this to mean that every day, everywhere, people celebrate with our brands.

Diageo manages nine out of the top 20 premium spirits brands in the world. The company trades in over 180 markets around the world and is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).

Diageo is also committed to responsible drinking through: setting world-class standards in responsible marketing, promotion and innovation; promoting a shared understanding of what responsible drinking means, and working with others to combat alcohol misuse. In Asia we are at the forefront of industry efforts to implement effective alcohol education programs and to promote self-regulation of the industry.


27 January, 2006