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Exclusive: Larry Schwartz On Diageo’s North American Strategy

July 30, 2012

In an exclusive interview with editor and publisher Marvin R. Shanken in the latest issue of Impact, Diageo North America president Larry Schwartz discusses key Diageo strategies and priorities, focusing on the U.S. multicultural market, innovation and growth at the high end. Schwartz also touts the potential of Guinness, whose presence is now being expanded by new line extension Guinness Black Lager. On top spirits brands Smirnoff, Captain Morgan, Crown Royal and Jose Cuervo, Schwartz says all are showing growth and receiving increased spending above the line, citing Diageo’s $10 million campaign for new extension Captain Morgan Black. Schwartz adds that Cîroc and Ketel One are both in strong growth mode, with Cîroc now at 2 million cases. He also reemphasizes his goal of doubling sales at new niche spirits unit Catalyst, while continuing to improve upon the company’s already-strong track record on product innovation.

For the full interview with Larry Schwartz, see Impact’s July 15 issue, or click on this link to subscribe to Impact today.


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