In an era of evolving consumer preferences and economic uncertainties, the beverage industry stands as a vibrant reflection of changing trends and shifting priorities. Despite the challenges posed by inflation and the cost-of-living crisis, a dichotomy has emerged in consumer behavior, where individuals untouched by the crisis continue to indulge in their favorite beverages, while those directly affected pivot towards more affordable luxuries, such as a bottle of something special.

This intriguing juxtaposition highlights the resilient nature of consumers and their desire to seek moments of joy and comfort. Diageo, for example, recently reported it is experiencing remarkable growth, expanding by 36% compared to pre-pandemic levels, driven by the demand for premium alcohol and reflecting changing consumer preferences.

As the industry navigates these complex consumer dynamics, it is poised to uncover new opportunities and innovative solutions to cater to the diverse needs of this ever-evolving market.

Commitment to exceptional experiences: Diageo partners with IBM and SAP

As an industry leader known for its portfolio of legendary beverage brands, such as Guinness, Don Julio and Johnnie Walker, Diageo’s reputation as a top-notch brand builder is well-earned in the beverage business. Now, they are taking their business to the next level.

Today, we are thrilled to announce an exciting collaboration between Diageo, IBM and SAP that aims to modernize Diageo’s operations on a global scale and set new benchmarks for the industry. Diageo will implement RISE with SAP S/4HANA Cloud, streamlining their IT infrastructure and providing unified support across the 180 countries in which they operate.

IBM Consulting will bring our decades of expertise in helping consumer product organizations successfully navigate digital transformations. We are bringing together a diverse team of consultants to lead the strategy and help implement RISE with SAP S/4HANA Cloud across Diageo’s global business. This collaboration underscores IBM’s unwavering dedication to delivering exceptional value and driving transformative change for consumer goods companies across the globe.

Enhancing experiences through advanced automation and workflow solutions

At the heart of this collaboration lies a shared goal: to enrich the experiences of customers, employees and suppliers. Leveraging advanced automation and workflow solutions, Diageo will now be able to provide personalization and real-time order tracking worldwide to help ensure a more seamless and transparent purchasing process, and faster and more accurate service.

Data-driven insights and informed decision-making

As with any transformative endeavor, data and data-driven insights will be paramount in Diageo’s journey. By leveraging data-driven insights, Diageo, IBM and SAP will work together to revolutionize Diageo’s operations by enhancing accuracy, optimizing demand forecasting and fostering seamless interactions with customers, suppliers and employees. This forward-thinking approach allows Diageo to stay ahead of the competition and continue providing the products you know and love.

Streamlining operations and adapting to market demands

This collaboration will also streamline Diageo’s operations. By simplifying and standardizing their business, Diageo can sharpen their focus on delivering exceptional experiences to customers and delighting discerning consumers. The result is a more agile and efficient organization, fully committed to delivering products that cater to your preferences.

Maintaining a strong compliance environment

Finally, in an uncertain market, Diageo is taking proactive steps to safeguard its competitive edge by placing an emphasis on maintaining a strong compliance environment. Through digitized controls and compliance measures, together with IBM and SAP, Diageo is creating a robust business environment that can swiftly adapt to emerging market trends.

Looking ahead

Diageo partnering with IBM and SAP marks an exciting step forward. Together, we will enhance the customer, employee and supplier experience, to help ensure that Diageo not only keeps pace with a changing economic environment but take advantage of rapid advancements in technology and thrive in the digital realm.

With unwavering dedication, Diageo’s vision is to be one of the best-performing, most trusted and respected consumer products companies in the world. Through this collaboration, Diageo will continue to deliver on its mission, shaping the future of the beverage industry, one sip at a time.