The overall intent was to enhance business performance while attempting to maximize potential benefits for all Diageo’s stakeholders in the wider community, thus linking sustainability with the achievement of high performance.
Diageo is the world's leading premium drinks business with an outstanding collection of international brands across spirits, wine and beer. These brands include Smirnoff, Johnnie Walker, Captain Morgan, Baileys, J&B, José Cuervo, Tanqueray and Guinness. Diageo employs more than 20,000 people globally. In 2010, the company reported profits of £2.75 billion ($4.5 billion) on sales of £12.958 billion ($21 billion).