DIAGEO Hellas at a glance

DIAGEO Hellas
at a glance
Contact information
DIAGEO Hellas S.A.
27, Aghiou Thoma street, 151 24 Maroussi
Telephone: 210 6801620 Fax: 210 6801622
99, Nikolaou Plastira
55132 Kalamaria, Thessaloniki
Telephone: 2310 444143
E-mail: [email protected], [email protected]
www.diageo.com
DRINKiQ: http://www.drinkiq.com
Rota to Dionysi: http://calculator.drinkiq.com
Diageo Careers: http://www.diageo-careers.com/el-gr/Pages/default.aspx
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Who we are
Our brands
DIAGEO, is trading in Greece a unique range of spirits, wine and champagne brands that carry an age-long
tradition and make our consumers’ life moments special. It is worth noting that, globally, the list of DIAGEO
brands includes eight of the top 20 premium spirits brands (Source: Impact Databank’s top 100 premium spirits
list, 2011).
Johnnie Walker
Haig
Dimple
Cardhu
J&B
Bushmills
Bell’s
Black and White
White Horse
VAT 69
We celebrate
life, every day,
everywhere
Mackenzie
Classic Malts*
Smirnoff Vodka
Cîroc Vodka
Ketel One Vodka
Belvedere Vodka
Ursus
Don Julio Tequila
Gordon’s Gin
Tanqueray Gin
Captain Morgan Rum
Pampero Rum
Zacapa Rum
Bailey’s Liqueur
Grand Marnier Liqueur
Veuve Clicquot Champagne
Pimm’s
Parrot Bay premixed drinks
The Classic Malts include: Dalwhinnie, Glenkinchie, Lagavulin, Oban, Talisker, Gragganmore
DIAGEO is born,
after the global merge
between Guiness and Grand
Metropolitan.
The Greek subsidiaries
(IDV Metaxa and UDG) unite
and create United Distillers
Vintenters (UDV).
United Distillers
Boutari (UDB) and
United Distillers
Greece
(UDG) is created.
1992
1995
UDB and UDG
merge and create
UDG, which acquires
United Distillers
Kanellakis.

We are passionate
about our consumers
and customers
We value each other

We give ourselves
freedom to succeed
We are proud of

what we do and how
we do it

We strive to be the
best
DIAGEO was created in 1997, as
a result of the merger between
Grand Metropolitan and Guinness
and is the world’s leading
premium drinks company.
The name DIAGEO originates
from the words Dia (Latin for
day) and Geo (Greek for world)
and reflects our purpose that
people “celebrate life every
day, everywhere”. This purpose
clearly indicates the impact we
want to have on consumers,
the markets and society where
we operate. Our five corporate
values - We are passionate about
1998
DIAGEO Hellas’
portfolio
is enriched with
Ketel One
and Zacapa.
The commercial
name
DIAGEO Hellas is
adopted.
2000
2001
The acquisition
of Seagram’s
brands
is announced.
The company
is named
Guiness UDV
Hellas.
our consumers and customers; We
value each other; We give ourselves
freedom to succeed; We are proud
of what we do and how we do it;
We strive to be the best- are in the
heart of DIAGEO.
2002
2005
2009 DIAGEO Hellas’
portfolio is
enriched with
Ursus.
Our performance*
DIAGEO Hellas is a subsidiary of
DIAGEO plc and a leading alcohol
drinks company in Greece. The
company currently employs 140
people and its headquarters are in
Maroussi, Attica, while it also has
offices in Thessaloniki and sales
teams across the country.
The company
transfers its
headquarters
to Maroussi,
Athens.
2012 2013
DIAGEO Hellas
launches the super deluxe
portfolio of Johnnie Walker
and presents the new
campaign “Keep Walking
Greece”, for which it receives
a global distinction in
DIAGEO Marketing
Brilliance Awards.
DIAGEO Hellas’
portfolio is
reinforced with
PIMM’s.
FY 2012
FY 2011
FY 2010
FY 2009
Gross Turnover (in € million)
198.7
253
328.2
309.5
Turnover (in € million)
117
146.7
218.9
226.9
Net results before taxes (in € million)
0.5
2.4
7.2
14.6
Special consumption tax (EFKOP)
81.7
106
109
82.5
Value Added Tax (VAT)
38.2
47.1
45.5
42.6
Other taxes
1.8
3.5
4.4
7.5
Paid taxes (in € million)
*The financial year for DIAGEO starts on 1st July and ends on 30th June.
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Our people
Our commercial partners
In DIAGEO, we have a customer-focused
strategy. We provide our customers with top
quality products and much more:
DIAGEO entered
the top 10
companies with
the best working
environment, in
accordance with
the Great Place to
Work Index.
We create the conditions
for our people to succeed
We inform and motivate
our people
We want to be a creative
working environment where our
people fully utilize their potential
and openly express their views.
Through a series of established
internal meetings (eg. the annual
employee conference) and
communication platforms like
the Western Europe Portal, our
people are able to understand
how their achievements are
linked to the business objectives
and to feel engaged.
We consistently invest in
the progress and personal
development of our employees,
recognizing their role in the
sustainable growth of the
company in the future. The
key tool for the performance
review and development of our
people is Partners for Growth
(P4G). P4G is intended to align
personal and company targets,
establish strong relationships of
mutual trust between employees
and line managers and enable
everyone to release their full
potential.
We recognize our
people’s role and
contribution to success
The leadership standard and
the values of DIAGEO reflect
those behaviours that lead us
to success, to the excellent
cooperation and to the full
utilization of our potential as a
team and as individuals.
Our people’s contribution is
recognised through a system
of rewards and benefits as well
as through internal recognition
schemes such as the “DIAGEO
Stars”, an internal employee
recognition scheme that takes
place quarterly and for which
candidates are nominated by
their colleagues.

We focus on identifying the business needs of
our customers and respond to them. 62% of our
people deal with our customers exclusively.
Interior view of the Customer
Collaboration Centre.
We evaluate our success
We use the annual Values
Survey as the primary measuring
that shows how employees
experience corporate values
in everyday life as well as the
degree of their engagement with
the company. It is an anonymous
questionnaire that all employees
are required to complete.

We consistently survey and monitor consumer
trends as well as our customers’ needs and
requirements. To this end, we share best
practices from around the world, gathered in
the innovative Customer Collaboration Centre
of DIAGEO in London, where we meet with our
customers in order to broaden together our
horizons and our growth potential.

We design promotions that respond to the
constantly changing needs of customers and
consumers.
Snapshot from the visit of a customer’s
delegation and Diageo Hellas to
the Customer Collaboration Centre.

We organise employee training programmes for
our customers’ staff, in order to enable them
provide better services to their own customers.
By means of the regular Customer Satisfaction Survey, we assess our
progress in customer satisfaction and relationship development. The
findings demonstrate that DIAGEO holds the top position in customer
relationships in the alcohol beverage industry.
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Responsible Corporate Citizen
Responsible Corporate Citizen
The success of DIAGEO Hellas is not limited to
financial results; it extends to our leadership
with regard to corporate responsibility and
corporate ethics
We inform consumers
and promote responsible
consumption patterns
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In DIAGEO, we promote the
responsible consumption of
alcohol beverages, inspired
by the purpose of the company
to “celebrate life, every day,
everywhere”, proud of the
part that our brands play in
entertainment and social life
when consumed responsibly
and in open communication
with state authorities and social
institutions.
The DIAGEO Marketing
Code sets strict, mandatory
rules for all the marketing and
advertising, market research
and innovation development
activities, in order to promote
responsible marketing and
advertising policies, covering all
our communication channels.
At the same time, we follow the
self-regulation code established
The website “Rota to Dionysi”
is a local adaptation of the
international concept “Ask
Dave”, launched in 10 countries
of Western Europe.
Since 2007, we have been
deploying programmes and
actions on alcohol and driving.
The City Walkers campaign
(www.citywalkers.gr), the
constant collaboration with
the only unique interactive and
experiential education center
for Road Safety – AVENUE*
- (www.avenuefortrafficsafety.
eu) and our cooperation with
the Intermunicipality Network
of Health and Social Solidarity
of Local authority (www.
ddy.gr) are complementary
interventions to change adults’
behaviour in order not to drink
and drive. At the same time,
through the Alliance for safety
& courtesy on the road “Roads
to the Future” (http://www.
ioas.gr/simmaxia) and with the
Road Safety Institute (R.S.I.)
“Panos Mylonas as coordinator,
we join forces and create
synergies with other businesses
to escalate the action for road
safety.
Through annually conducted
surveys of consumer perceptions
of and attitude towards
“drinking and driving”
(OMNIBUS survey) we evaluate
and adjust our actions to bring
the desired target to drastically
reduce the traffic accidents
related to alcohol consumption.
However we know that the
cooperation with our partners
and the professionals operating
by the Hellenic Association of
Drinks Distributors (ENEAP).
In 2008 the website www.
DRINKiQ.com was launched
for the purpose of providing
information about responsible
drinking and the consequences
of excessive drinking. In 2012
DIAGEO Hellas created and
presented “Rota to Dionysi”,
a simple and user friendly
website, accessible via mobile,
tablet or computer, which helps
consumers to measure how
much they drink while allowing
them to share any information
they wish via popular social
networks like Facebook and
Twitter. Dionysis is a friendly
drinks guru, helping consumers
to calculate the quantity of
alcohol in each drink, to count
calories and the time it takes the
body to process the alcohol. It
also provides tips and advice for
responsible consumption.
“City Walkers: Every Step you take is a choice” in all the favorite spots of
the town, the City Walkers 10’ spots.
With the assistance of the qualified personnel of the Road Safety Institute
“Panos Mylonas” we educate citizens on the dangers they might face on the road.
* Action for Vulnerable, Elderly, Novice drivers and road Users in Europe – for traffic (http://www.avenuefortrafficsafety.eu/)
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Responsible Corporate Citizen
Environment
We are envisaging the day
when all DIAGEO brands will be
produced by fully sustainable
means and ways; a day when
our facilities will not impact the
environment.
AVENUE mobile training centre is considered an innovative and experiential way to educate on road safety, where consumers can
experience accident conditions through simulators.
in places where alcohol
beverages are consumed plays
a decisive role. In this direction,
in 2012 DIAGEO joined forces
with AB Vassilopoulos, the
leader company in the retail
sector. The first step of this
strategic partnership is the
promotion of the new web
platform “Rota to Dionysi”
through AB Vassilopoulos’
digital channels (website,
Facebook and Twitter).
Alcohol and minors: DIAGEO’s
commitment to spread the
message of responsible drinking is further extended with
the company’s support of the
“Strengthening Families Program 10 – 14” of the University
of Athens, a research program
that aims to identify the conditions for the abstinence of minors from consuming alcohol.
DIAGEO Community Spirit
At the same time, Bar College,
the innovative, mobile training program for professional
bartenders, hosts a section for
the responsible serving of alcoholic beverages. Since 2012,
bartenders are trained on safe
driving within the framework
of Bar College, with the assistance of R.S.I. “Panos Mylonas”.
As part of DIAGEO’s global
strategy to support the local
communities where we operate, we work closely with Cerebral Palsy Greece. Specifically,
the Company and individual
volunteer employees support
the Leisure Club, which aims at
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Responsible Corporate Citizen
DIAGEO’s international intranet,
GREENiQ, provides information material, practical tips and
applicable solutions regarding
energy saving and environmentally friendly lifestyle. With the
aid of GREENiQ our environmen-
tal actions and their results are
measurable. In recognition of our
effort, our Company received
the «Silver Medal Award» for
its considerable energy saving
measured by the internal GREENiQ index. Additionally, DIAGEO
has entered into contract with
the Hellenic Recovery Recycling
Corporation, as indicated by the
special sign on our packaging,
paying the special recycling fee
every year.
At the same time, we have supported the significant work of
the wildlife organization “ARCTUROS” both after the fire disaster in 2009, with the financial
support from the DIAGEO Foundation and afterwards when we
financed part of the operating
costs of ARCTOUROS’ facilities in
Florina, as well as the unimpeded
continuity of its scientific work,
so that adults and children alike
may be educated about sustainability and understand the need
for harmonious coexistence
between mankind, wildlife and
ecosystems.
the socialization and skills development through culture and
sports of 48 young people with
physical disability.
Additionally, DIAGEO Hellas
provides an annual scholarship
for the Academic Program “The
ALBA MBA”, in memory of
Kyriakos Makris and in collaboration with the ALBA Graduate
Business School at the American College of Greece and the
Association of Advertising and
Communications. The scholarship was awarded for the first
time in 2011 and it is going
to be attributed also for the
academic years 2013-2014 and
2015-2016, to support young
professionals in growing their
careers.
* Action for Vulnerable, Elderly, Novice drivers and road Users in Europe – for traffic (http://www.avenuefortrafficsafety.eu/)
DIAGEO Employees actively support, for the past four years Cerebral Palsy Greece Adult’s Club.
Actions for the protection of the environment
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Distinctions 2012
In FY 2012, DIAGEO Hellas participated for the fifth time in the Corporate Responsibility Index (CRI) and was honoured with the «Platinum» award for its corporate responsibility performance with regard
to consumers, supply chain, society, environment and employees. This
award follows three consecutive GOLD category awards and one SILVER
category award, which demonstrates Diageo’s commitment to earn the
respect of its business and social partners.
In 2012 DIAGEO Hellas was recognised for its excellent work environment and received distinction among the companies that participated
in the BEST WORKPLACES 2013 study. The company, ranked 10th in the
survey conducted in November 2012 by the independent body Great
Place to Work® Institute Hellas, significantly improving its position in
relation to past participations and covering 9 places from last year, in
the category of companies with 50 to 250 employees. The award stems
from the anthropocentric value system and commitment to a work environment in which employees have the ability to develop, create and feel
satisfaction and recognition.
DIAGEO’s ability to develop sales skills was also recognized by the
Customer Service Institute and was awarded with the Sales Excellence
Award 2012 in the respective category.
City Walkers’ steps were rewarded in 2012 at the Corporate Affairs
Excellence Awards (Best Brand Communications and PR campaign, Best
use of measurement and evaluation) by the Greek Management Association. This distinction recognizes the company’s commitment to promoting responsible drinking patterns. The City Walkers campaign was
also recognized with the award for Best Responsible Drinking Campaign
West Europe from the Diageo Marketing Excellence Awards.
Corporate Governance
and Business Conduct
In DIAGEO, we believe that self-regulation is the best form of regulation. We can decide, better than
anyone else, on the major issues and dilemmas we encounter in our business activities. To this end,
a set of internal policies binds every employee, all over the world and ensures the transparency and
integrity of our dealings and activities in general. A series of internal procedures ensure knowledge,
integration and implementation of internal policies and there are internal checks on an annual basis.
Management team
Chairman & Managing Director
Country Director
Finance
Commercial Finance
Financial Control Sales
Customer Marketing
Corporate Relations
Human Resoures
Legal
Logistics and Customer Service
Information Systems
Procurement
Tassos Evangelou
Pinelopi Kourkafa
Eugenia Zontanou
Antonis Orlandatos
Yiannis Karakanas, Head of Sales On Trade
Vangelis Kalampokas, Head of Sales Off Trad
Sofia Karatzika, Head of Sales Key accounts
& Special channels
Charis Psaroudas, Head of Reserve
Ersi Tsoukaki, Innovation / Commercialization
Manager
Yiannis Yiannakopoulos
Anastasia Angeli
Ioanna Vlahaki
Irine Kefalogianni
Eleni Chaniadaki
Andreas Pournos
Georgina Stavropoulou