Spirits Giant Diageo, Maker of Smirnoff and Captain Morgan, Sees Opportunity in Drier Culture

1. Diageo sees opportunity in moderate drinking trends, targeting smaller and low-alcohol products. 2. Sales volume in North America fell 0.8% last fiscal year amid economic challenges. 3. The company emphasizes that economic uncertainty impacts sales more than cultural shifts. 4. Diageo has successfully launched alcohol-free options and ready-to-drink beverages. 5. Moderation in drinking habits is viewed as a lasting trend, presenting future growth.