Diageo implements ‘two-brand strategy’ in tequila, admits medium-term guidance ‘a distraction’

Diageo has rebalanced its approach to the tequila category having concluded that its Casamigos and Don Julio brands had been “going up against each other”.The multi-category group posted a 1% lift in six-month sales to the end of December yesterday, with its pair of flagship tequila marks experiencing vastly different fortunes. Casamigos, acquired by Diageo in 2017, saw its half-year sales plunge by 21% while Don Julio jumped 50%.In a media briefing in London yesterday, CEO Debra Crew and CFO Nik Jhangiani provided extra colour both on the two brands’ most recent performances and on Dia