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Tequila and baijiu weigh on Diageo as FY sales dip – results data

Richard Woodard
Last updated: 18/08/2026 at 4:52 PM
By Richard Woodard
6 August 2026
5 Min Read

‘We are focused on recovering our competitiveness in North America and we are working through the consequences of government policy in Chinese white spirits.’


Diageo Sales Performance chart Q1 24 to Q4 26

Diageo closed out a disappointing fiscal 2026 with another quarterly sales fall, thanks largely to double-digit declines in US spirits – notably tequila – and Chinese white spirit baijiu.

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Sales in three months to end of June fall by 2.2% to US$4.71bn Fiscal full-year sales down 2% to US$19.64bn Losses driven by declines in ‘North America’ and ‘Asia Pacific’ Strong double-digit declines for Don Julio, Casamigos and Crown Royal Restructuring programme to deliver US$850m in savings over two years Diageo closed out a disappointing fiscal 2026 with another quarterly sales fall, thanks largely to double-digit declines in US spirits – notably tequila – and Chinese white spirit baijiu.The 2.2% sales dip in the three months to the end of June followed a flat third

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TAGGED:Diageo
Richard Woodard
ByRichard Woodard
Former newspaper journalist Richard Woodard has been writing about the global wine and spirits industry for 25+ years, and is a regular contributor to a number of magazines and websites.
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