Country Analysis Report Of The People’s Republic of China

Introduction

Diageo PLC (NYSE: DEO), formed by the 1997 merger between alcoholic beverage giant Guinness with food and spirits company Grand Metropolitan, is the world’s largest producer of alcoholic drinks. Its beers and distilled spirits include Smirnoff, Johnnie Walker, Guinness, Baileys, J&B, Captain Morgan, Cuervo, Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo helps stock bars and shelves in over 200 countries around the globe. After earning enormous profits from its major markets in North America, Great Britain, Ireland, and Spain, the company is planning to enter the alcoholic beverages market in the People’s Republic of China with its popular flavored malt beverages.
Like beer, flavored malt beverages such as Smirnoff Ice and Captain Morgan Gold are created in breweries using water, yeast, fermented malted barley and hops, but unlike beer, they are then flavored with citrus, vodka and other highly concentrated ingredients.
This country analy...