Diageo

Now things seem to be changing, as Diageo dips into a war chest of several billion pounds that it has accumulated in recent years.

Diageo said: "We do not comment on individual shareholdings but we of course view any investment as a sign of confidence in Diageo. "

The allure of such a large market has convinced Diageo that it needs to adjust its product line.

says that many of the hundreds of drinks Diageo sells owe their place in the world to the EU's ability to negotiate trade deals.

Last Chinese New Year, $3000 bottles of Diageo's ultra-exclusive The Johnnie Walker whisky had to be air-freighted in to meet demand.

Whether connoisseurs take to Diageo's unashamedly modern, industrial-scale product is yet to be tested.

Diageo was among those showing exactly how price sensitive some of those consumers are.

Drinkers across the country have started sipping it with soda water or drinking it straight, Diageo says.

It went from being part of Pillsbury, a food company, to Grand Metropolitan, a British conglomerate, then to Diageo, a drinks giant.

Established in 2002, Diageo Greater China Hub is based in Shanghai. It is now a leading international spirits company in this market.

To accommodate these, Diageo, the group that owns the Johnnie Walker brand, has taken strides beyond catch-all global messages.

The Diageo initiative will build on training already delivered across five cities in the past two years.

Both Diageo and Pernod Ricard have used advertising and promotions to cultivate a love of Scotch whisky in the developing world.

Diageo approached Quanxing in 2006 in an attempt to acquire its 43% stake in Swellfun.

Paul Walsh, the chief executive of distiller Diageo, describes the military incursion as "short-term" .

He won a prize in the Diageo Africa Business Reporting Awards 2011 for his Intelligent Life feature " Digital Africa" .

Safe, the most likely buyer of the Diageo shares in the absence of CIC, could not be contacted last night.

Another is creating a beverage company on a scale that could eventually dwarf Diageo or even Coca-Cola.

Diageo, maker of Smirnoff and Guinness, committed in September to spending more than $10 million on Facebook ads.

And precisely because Diageo is a global company, the EU's weight in trade negotiations is crucial.

In 2009, Diageo teamed up with Shui Jing Fang to produce Shanghai White, a vodka made with Russian and Chinese techniques.

Diageo's investment is part of the government's controversial "responsibility deal" on public health in England.

"We've started thinking what [a break-up] might look like, " Andrew Morgan, president of Diageo Europe, said on Tuesday.

The Diageo deal involves a company valued at less than $1 billion.

In addition, Diageo developed ways to deepen its understanding of consumers, including in emerging markets.

The court found for Diageo and ordered Blueblood to pay the UK company Rmb1. 25m in damages.

Learning from Coke's misfortune, Diageo laid the groundwork for its bid with care.

After the deal in Turkey is completed, more than 35% of Diageo's revenues will come from emerging markets.

The results: Diageo has become the world's leading premium drinks business by volume, net sales and operating profit.

And Diageo spends a lot of money on training bar staff, many of whom are unfamiliar with Scotch.

Diageo expects China to rival the US as one of its most important markets by 2021.

"The Chinese people are not monolithic, " says Kenneth MacPherson, managing director of Diageo China.

Diageo split the market into four consumer groups.

One thing's for sure: Diageo will be facing stiff competition.

In the meantime, Diageo is focusing on whiskey.

Diageo's beer business has been struggling recently, especially in crisis-hit countries such as Ireland, Guinness's spiritual home.

The outcome matters, both to Diageo and to China.

Diageo introduced its strategy for expanding in China two years ago.

Diageo has priced its offer at the minimum required, 21. 45 yuan per share, just above Friday's closing share price of 21. 22 yuan.

Diageo's strategic response has often been to promote the safety and legal nature of branded alcohol and to develop a better supply network.

Diageo, the drinks group, for example, produces a monthly board report that includes an assessment of all current reputational risks.

This is the first time Diageo will be presenting a Johnnie Walker blend in only one location in the world.

Reporting results for the year to June, Diageo saw sales of Johnnie Walker whisky rise 20 per cent in Brazil, for example.

Diageo posted lackluster results in China in the six months ended Dec.

Last year, Diageo introduced Guinness stout in China, where it is marketed as a top-end premium brew.

Now Diageo is seeking to modernize the brand and take it beyond China and Hong Kong.

so it offered to excuse Diageo from excise duty if it produced a cut-price beer