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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 Fang Beer/RTD Net Sales £78bn Guinness. Windsor Source: TBA estimates based on IWSR volume data. Heineken /Tiger Japanese National Spirits Other Local Spirits Hanoi Vodka Wine International Spirits Johnnie Walker. Smirnoff. China Economic Information Network .

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 . .F15 Value 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.

International Competitor 1. 23% . 26% Diageo.Diageo leads international spirits with 30pc share International Spirits Market Share Others. all international trademark volume and Bundaberg . 7% Source: 2010 IWSR. 5% Int’l Competitor 3. 6% Int’l Competitor 2. International Spirits includes all imported spirits. 30% Int’l Competitor 5. 4% Int’l Competitor 4.

Scotch accounts for almost half the International Spirits category Asia Pacific International Spirits category net sales pool Others. 6% Liqueurs. 45% Rum. 12% Cognac. 18% Source: TBA estimates based on IWSR volume data and China Economic Information Network. 6% Vodka. £4bn Scotch. 5% Gin. . 8% Net Sales c.

duty free and domestic > Share gains .India – leadership in Duty Free and Domestic market > Rebuilt our domestic route to market > Iconic position of Johnnie Walker > Leadership positions in scotch. vodka.

A strong luxury brand range .

Luxury Spirits Market .4% Source: IWSR Data 2010 using Premium+ segmentation (with some exceptions) and Diageo forecasts.To grow to $28bn by 2015 Luxury Spirits Market Value . .USD (bn) Achieved Predicted 10.9% 11.

. 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.A clear strategy for growth Specialised sales force Gifting.

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 .

Diageo volume growth ambitions for domestic India market in F12 for year ending 30 June 2011 .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.

Emergence of high end on trade .

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 – Over 10.

World Class .A model for growth Educate Educate Educate Inspire Commercialise .

A proven growth driver 1000% 1000% 66% 135% 30% 410% 410% 66% Korea China Singapore Malaysia Organic net sales increases in accounts activating World Class .

Diageo data is P9 YTD net sales growth. SDX stands for super deluxe 18 .We have consistently outpaced the in Asia Pacific 110% Launches F11 YTD P9 NSVmarket Growth Net sales growth 38% 59% 19% 8% SDX Segment Asia Pacific Diageo SDX Scotch Asia Pacific Diageo SDX Johnnie Walker Johnnie Walker Scotch Blue Blue Emerging Emerging Asia Asia Pacific Asia Source: Segment growth are forecast estimates based on IWSR.

promotional and innovation expenditure by Diageo and its competitors. consumption or advertising. manufacturing or licence agreements (or related rights) and licenses on favourable terms when they expire. and changes in environmental laws. plans. including changes in levels of consumer spending. including significant interest rate and foreign currency exchange rate fluctuations and changes in the cost of capital. anticipated cost savings or synergies. • renewal of supply. labour. the impact of interest or exchange rates.Cautionary statement concerning forward-looking statements This presentation contains ‘forward-looking’ statements. This presentation includes information about Diageo’s target debt rating. A security rating is not a recommendation to buy. failure of customer. margins. The information in this presentation does not constitute an offer to sell or an invitation to buy shares in Diageo plc or an invitation or inducement to engage in any other investment activities. • the effects of Diageo’s strategic focus on premium drinks. and the ability to derive expected benefits from such programmes. • technological developments that may affect the distribution of products or impede Diageo’s ability to protect its intellectua l property rights. All rights reserved. forward-looking statements involve risk and uncertainty because they relate to events and depend on circumstances that will occur in the future. existing or future. 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