Diageo: Toast to emerging markets

A global acquisition strategy is boosting the spirits of this premium liquor distributor.

By TheStockAdvisors Apr 27, 2012 11:54AM
Image: Beer (© Corbis)By Paul Tracy, High-Yield International

Diageo (DEO) is the world's leading alcoholic spirits company, with market-leading brands including Smirnoff, Johnnie Walker, J&B, Baileys, Captain Morgan and Tanqueray. Beer sales are primarily driven by its top-selling global stout brand, Guinness. The company also owns a 34% stake in Moet Hennessy, the company behind a number of luxury cognacs and champagnes.

The most appealing feature of Diageo is that although the company has around 45 brands of alcoholic drinks in its portfolio, 81% of its earnings come from its 14 strategic global priority brands.

This allows the firm to focus marketing dollars and management attention on a handful of core key brands while benefiting from the strength of its smaller brands in more niche markets.

By geography the group derives its revenues 33% from North America, 26% from Europe and 40% from the rest of the world.

In the past nine months the company has increased marketing expenses in an effort to capture market share, especially in fast-growing emerging markets. Currently marketing expenses represent around 15.6% of revenue, and are expected to surpass 16% of revenue by next year.

More than 60% of this total will be spent in emerging markets in an effort to maintain double-digit growth. Management expects that in the next four years, emerging markets, led by Asia, will comfortably represent 50% of sales for Diageo.

Diageo has also been aggressive in acquiring companies in emerging markets to boost its market share and improve local distribution. Last year it bought Mey Icki, one of Turkey's biggest spirit companies, for $2.1 billion.

Baiju is a spirit that accounts for 30% of mainland China's alcoholic drinks market, and thanks to a recent acquisition, Diageo now controls the Sichuan Chengdu Quanxing Group, owner of one of the leading brands.

Finally, the company paid around $225 million earlier this year to buy the Meta Abo Brewery Company, the second largest beer company in Ethiopia, a small but fast-growing market.

While the company's growth potential in mature markets isn't as compelling, the company is also forecasting solid organic growth in that segment, led by North America where growth is expected to be around 6% annualized over the next five years.

Although the company has steadily paid solid dividends, management has also said that acquiring other companies is still high on its agenda.

Acquisitions are a logical strategy when you consider that buying a powerful local brand can be the easiest and fastest way of entering a new market.

The company also has a long history of share buybacks though it halted the policy at the height of the financial crisis in 2008.

Given its low debt and healthy and predictable cash flows, Diageo is likely to both increase its dividends and restart its buyback. Over the past three years, the firm has increased its payout at a nearly 5% annualized basis.

Based on the firm's last two payouts, the yield is 2.4% but if it continues to boost that payout as I expect, Diageo could pay out close to a 3% yield this year based on current prices. The U.K. does not have a withholding tax for U.S. shareholders.

Risks to Consider: A larger-than-expected economic slowdown for key emerging markets such as China could stunt Diageo's growth and impact its ability to grow dividends and increase buybacks.

Action to Take: A world leader with an unmatched portfolio of brands and a compelling emerging market growth strategy, Diageo rates a low risk buy under $105 per share.

Related articles:

May 3, 2012 2:02AM
Diageo's financial situation is actually much sicker on 31 Dec 2011 compared to 31 Dec 2010.

it has less cash on hand, and far too much debt.

it has only cash of 1,121 M on hand in 2011 compared to 1.472 M in 2010.
but after offsetting difference in "Trade and other receivables" and "Trade and other payables"
it has available fund of only 761M in 2011 compared to 1338 M  in 2010
but it has borrowed 2B more in 2011 than that in 2010, and owe much more tax.

the current stock price is away too high!!

May 2, 2012 6:03PM

Diageo really knows how to massage their financial statement to give a great presentation:


its earning per share is actually 


38.2 pence.


Cash generated from operations before exceptional costs 1,336M in 31Dec2011 compared to 1,391M in 31Dec2010.  Free cash flow  533M in 2011 compared to 775M in 2010.


Total comprehensive income  782M 31dec2011 compared  to 1,501M in 31Dec2010.


On its balance sheets, its Deferred tax liabilities went up every year for the last few years.  On 31Dec2011, Deferred tax liabilities is 1,067M.   

increasing Deferred Tax Liability would have two effects on balance sheet
1. increasing net income for the current year. 
2. increasing  total assets level (by treating the tax deferred as an asset to balance off the liability)

for more details, please read its financial statement.
Please help us to maintain a healthy and vibrant community by reporting any illegal or inappropriate behavior. If you believe a message violates theCode of Conductplease use this form to notify the moderators. They will investigate your report and take appropriate action. If necessary, they report all illegal activity to the proper authorities.
100 character limit
Are you sure you want to delete this comment?


Copyright © 2014 Microsoft. All rights reserved.

Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.


StockScouter rates stocks from 1 to 10, with 10 being the best, using a system of advanced mathematics to determine a stock's expected risk and return. Ratings are displayed on a bell curve, meaning there will be fewer ratings of 1 and 10 and far more of 4 through 7.

123 rated 1
262 rated 2
480 rated 3
651 rated 4
649 rated 5
629 rated 6
616 rated 7
496 rated 8
346 rated 9
111 rated 10

Top Picks

TAT&T Inc9



Top Stocks provides analysis about the most noteworthy stocks in the market each day, combining some of the best content from around the MSN Money site and the rest of the Web.

Contributors include professional investors and journalists affiliated with MSN Money.

Follow us on Twitter @topstocksmsn.