Diageo have released their 2025 Interim Results and the data shows mixed results overall. Overall Diageo saw organic net sales grow by 1%, though reported net sales declined slightly by 0.6%. Within their whiskey portfolio their North American whiskies faced a challenging market, but the success shown by the new Crown Royal Blackberry suggests innovation may be the key to success amongst global turmoil.
Blackberry Canadian Whiskey Lead Whiskey Growth
Just to be clear, Diageo’s Interim Results 2025 report on their whiskies from the American continent together. The Canadian Crown Royal brand and Bulleit are pulled out as their two key brands and show contrasting results for the 6 months to December 2024.
Crown Royal saw net sales grow by 3%. This strong performance was predominantly driven by Crown Royal Blackberry, which launched in the second half of fiscal 2024. The brand gained overall share in the spirits industry and saw volume growth of 5%.
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In contrast Bulleit saw net sales decline by 9% and the brand lost share in both the US whiskey category and overall spirits industry. A volume decline of 8% was attributed to increased promotional competition in the US whiskey category.
Uncertain Macroeconomic Conditions
Guinness and Don Julio tequila have shown strong growth in their respective markets. However the general uncertainty in economic and geopolitical situations have meant Diageo have withdrawn their medium term organic net sales targets. The medium term 5-7% guidance will be replaced by shorter term targets to better adapt to the changeability of the global market at the moment.
Read about the results for Diageo’s scotch brands here. We will release a more in depth analysis on the results soon.
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