Diageo’s Sales Slump Underscores Sober-Curious Boom and Shifting Drink Culture
The world’s top beverage powerhouse just hit a speed bump: Diageo a name behind staples like Johnnie Walker and Guinness reported a 2.2% sales slide this quarter, pulling in $4.9 billion and dialing back its forecast for 2026. As more drinkers opt for less (or no) booze, and the economy puts budgets on ice, Diageo’s latest results are a snapshot of an industry at a crossroads. Here’s how consumer tastes, zeroproof surges, and market pivots are rewriting the alcohol playbook worldwide.
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