Diageo plc (DEO): A Bull Case Theory

Core Thesis - Diageo plc is viewed positively by analysts due to its strong brand portfolio, strategic leadership under CEO Dave Lewis, and potential for transformation despite challenges in the alcohol industry [1][5][6] Company Overview - Diageo plc operates in the production, marketing, and distribution of alcoholic beverages across multiple regions including North America, Europe, Asia Pacific, Latin America, and Africa [2] - The company has over 200 globally recognized brands such as Johnnie Walker, Smirnoff, and Guinness [3] Financial Performance - Revenue increased from $15.2 billion in 2017 to $20.5 billion in 2022, but has stagnated at $20.24 billion in 2025 [3] - The stock has declined approximately 37% this year and is 60% below its peak in 2022 [3] Leadership and Strategy - Dave Lewis, the new CEO, brings 27 years of experience and aims to reinvigorate Diageo through cost-cutting and focusing on core growth areas [2][3] - The company is implementing cost-saving measures and strategic capital allocation, including the sale of its 65% stake in East African Breweries Limited for about $3 billion [4] Market Challenges - The primary challenge facing Diageo is the decline in per capita alcohol consumption, particularly in spirits, as consumers are drinking less [4] - Analysts expect continued rationalization of the brand portfolio and divestment of non-core assets to improve financial health [5] Investment Outlook - Diageo is considered an attractive entry point around $85, with a nearly 5% dividend yield and strong cash flow, presenting a favorable risk/reward scenario [5] - The company’s fundamentals and valuation remain compelling despite the broader challenges in the alcohol sector [6]