Luxury Beverages

Asia Pacific – An exciting place to be
Number of new consumers each year
China India SEA Korea Australia 22m 19m 7m 0.6m 0.3m

Growth in disposable income (2005-2010)
14% 15% 13% 6% 7%

Source: Euromonitor, disposable income growth rates n local currency .

Diageo’s strength is its brand range across total beverage alcohol
Asia Pacific TBA split
Chinese White Spirits
Shui Jing FangBeer/RTD
Net Sales £78bn
Guinness, Heineken /Tiger

Japanese National Spirits Other Local Spirits
Hanoi Vodka

Wine

International Spirits
Johnnie Walker, Smirnoff, Windsor
Source: TBA estimates based on IWSR volume data, China Economic Information Network .

Asia Pacific expected to soon be largest TBA net sales pool globally and we are in the highest growth categories
F10 - F15Value CAGR (%)

F15 Asia Pacific TBA estimated at £106bn

12% 10%

8%
6% 4%

2%
0%
F15 Segment sizes (Asia Pacific)

Beer + RTD

Chinese White Spirits

Other Local Spirits Asia Pacific

International Spirits Emerging Asia
£6bn

Wine

Japanese National Spirits

£43bn

£32bn

£8bn

£9bn

£6bn

Source: TBA forecasts based on IWSR trends, China Economic InformationNetwork .

Diageo leads international spirits with 30pc share
International Spirits Market Share

Others, 26%

Diageo, 30%

Int’l Competitor 5, 4%

Int’l Competitor 4, 5%
Int’l Competitor 3, 6%
Int’l Competitor 2, 7%
Source: 2010 IWSR. International Spirits includes all imported spirits, all international trademark volume and Bundaberg.

International Competitor 1, 23%

Scotchaccounts for almost half the International Spirits category
Asia Pacific International Spirits category net sales pool Others, 6% Liqueurs, 5% Gin, 6% Vodka, 8%

Net Sales c. £4bn

Scotch, 45%

Rum, 12%

Cognac, 18%

Source: TBA estimates based on IWSR volume data and China Economic Information Network.

India – leadership in Duty Free and Domestic market
> Rebuilt our domesticroute to market > Iconic position of Johnnie Walker

> Leadership positions in scotch, vodka, duty free and domestic
> Share gains

A strong luxury brand range

Luxury Spirits Market - To grow to $28bn by 2015
Luxury Spirits Market Value - USD (bn)

Achieved Predicted

10.9%

11.4%

Source: IWSR Data 2010 using Premium+ segmentation (with some exceptions) and Diageo forecasts.

Aclear strategy for growth
Specialised sales force

Gifting, retail visibility and experiences

Outpacing luxury spirits market: Almost 3x growth rate

Strong brand initiatives

Source: Diageo performance for P9 of the year ending 30 June 2011 and IWSR data for luxury spirits market in 2010.

Asia Pacific: A big opportunity for luxury spirits
> Rise of the luxury Asian consumer >Premiumisation and growth within international spirits > Emergence of high end on trade

Super Deluxe Scotch underpins our luxury brand performance

Indian ultra premium vodka segment is growing rapidly +35% CAGR
•Dual approach with Cîroc and Ketel One vodka •Ambition to grow ultra premium vodka brands by 55%

Source: IWSR volume data and Diageo forecasts. Diageo volume growth ambitions fordomestic India market in F12 for year ending 30 June 2011

Emergence of high end on trade

World Class – Over 10,000 bartenders in 34 countries
> Biggest global investment in the on trade

> Meets growing appetite for knowledge and international trends of the India luxury consumer

World Class - A model for growth

Educate

Educate

Educate Inspire

Commercialise

A provengrowth driver
1000%

1000%
66% 135% 30%

410%

410%

66%

Korea

China

Singapore

Malaysia

Organic net sales increases in accounts activating World Class

We have consistently outpaced the 110% Launches F11 YTD P9 NSVmarket in Asia Pacific Growth
Net sales growth
38% 59%

19% 8%

SDX Segment Asia Pacific

Diageo SDX Scotch Asia Pacific

Diageo SDX Johnnie Walker...