Who are Diageo's biggest competitors?
On Brandtree, Diageo's biggest competitors by shared categories are Bacardi, which shares 6 categories, such as rum and whisky & bourbon; Pernod Ricard, which shares 5 categories, such as whisky & bourbon; and Amber Beverage Group, which shares 5 categories, such as whisky & bourbon.
Competing here means only that two companies own brands in the same product category on Brandtree. It is not a measure of sales or market share. Diageo controls 23 brands with a page here, across 7 categories; 58 other owners hold brands in at least one of them. Licensed brands and minority stakes are not counted.
Top 10 competitors by shared categories
| # | Company | Shared categories | Overlap | For example |
|---|---|---|---|---|
| 1 | Bacardi Diageo vs Bacardi | 6 | 86% | Rum, Whisky & bourbon and Gin and 3 more |
| 2 | Pernod Ricard Diageo vs Pernod Ricard | 5 | 63% | Whisky & bourbon, Liqueurs & aperitifs and Rum and 2 more |
| 3 | Amber Beverage Group Diageo vs Amber Beverage Group | 5 | 63% | Whisky & bourbon, Tequila & mezcal and Gin and 2 more |
| 4 | Campari Group Diageo vs Campari Group | 5 | 71% | Liqueurs & aperitifs, Whisky & bourbon and Vodka and 2 more |
| 5 | Becle | 4 | 57% | Whisky & bourbon, Tequila & mezcal and Vodka and 1 more |
| 6 | Liviko | 4 | 57% | Liqueurs & aperitifs, Vodka and Gin and 1 more |
| 7 | Rémy Cointreau | 4 | 50% | Whisky & bourbon, Gin and Liqueurs & aperitifs and 1 more |
| 8 | William Grant & Sons | 3 | 43% | Whisky & bourbon, Gin and Rum |
| 9 | ST. Nicolaus | 3 | 38% | Liqueurs & aperitifs, Gin and Vodka |
| 10 | Zwack Unicum | 3 | 38% | Liqueurs & aperitifs, Gin and Vodka |
Ranked by number of shared categories. Ties go to the pair with more brands on both sides of the shared categories, then to the higher overlap (shared categories as a share of all categories either company is in), then alphabetically.
Diageo and Bacardi: 6 shared categories
Diageo and Pernod Ricard: 5 shared categories
Pernod Ricard · Full head-to-head
| Category | Diageo | Pernod Ricard |
|---|---|---|
| Whisky & bourbon | Buchanan's, Bulleit, Cardhu, Crown Royal, Johnnie Walker, Lagavulin, Oban, Roe & Co, Talisker | Chivas Regal, Jameson, The Glenlivet |
| Liqueurs & aperitifs | Baileys, Pimm's | Kahlúa, Ricard |
| Rum | Captain Morgan, Ron Zacapa | Havana Club, Malibu |
| Gin | Gordon's, Tanqueray, Tanqueray No. TEN | Beefeater |
| Vodka | Cîroc, Smirnoff, Smirnoff Ice | Absolut |
Diageo and Amber Beverage Group: 5 shared categories
Amber Beverage Group · Full head-to-head
A page like this is published only when a company's closest match shares at least 3 categories. See also every brand Diageo owns and the most overlapping owners on Brandtree.