Consulting Report | 06 Feb 2024

Diageo’s Economic Impact in Europe

Diageo commissioned Oxford Economics to produce an assessment of its economic impact across Europe in 2022. This illustrated the company’s large economic footprint, which supported a significant number of jobs throughout its value chain.

Diageo is a global leader in premium drinks. Amongst its more than 200 brands are some of the most recognisable drinks in the world, including Johnnie Walker, Smirnoff, Tanqueray, and Guinness. One in every 20 alcoholic beverages sold globally is a Diageo product.

This report analyses Diageo’s economic footprint in Europe, its historical home, where many of its brands originated and Diageo itself was formed in 1997. It found that Diageo’s ‘grain to gate’ operations supported a €10.5 billion contribution to EU27+ GDP, 84,500 full time jobs, and €6.1 billion in tax revenue.

To download the report, please click here.

The experts behind the research

Our Economic Consulting team are world leaders in quantitative economic analysis, working with clients around the globe and across sectors to build models, forecast markets and evaluate interventions using state-of-the art techniques. The lead consultants on this project were:

Matthew Tinsley

Lead Economist

Pete Collins

Director, Economic Consulting

Jake Kuyer

Associate Director

Tags:

2022 Alcoholic Beverage Diageo Economic footprint Economic impact Europe Global leader Globally Guinness Jobs Johnnie Walker Premium Drinks Smirnoff Tanqueray Value Chain

Impacts of the proposed Los Angeles fast food ordinance

Save Local Restaurants commissioned Oxford Economics to calculate high-level cost estimates relating to a proposed city ordinance that would impose new requirements on quick-service restaurant operators in Los Angeles.

Find Out More

Catalyzing Africa’s Sustainable Transition: Insights to Impact a Climate-Resilient Future

Sustainable finance is not merely a climate imperative but a development necessity. As climate risks intensify, Africa must urgently mobilise capital to advance its adaptation, mitigation, and development goals. Realising this ambition will require coordinated action across governments, financial institutions, international partners, multilateral agencies, and the private sector. With bold leadership, innovative tools, and supportive ecosystems, the continent can chart a path toward a more inclusive, resilient, and sustainable global economy.

Find Out More