Gilbert Ghostine

President, Diageo Asia Pacific

Gilbert Ghostine
President, Diageo Asia Pacific
Nationality: Lebanese

Role description:

I joined the Global Executive Committee in October 2008 and was appointed President, Asia Pacific in June 2009

Prior experience:

Previously I served as Managing Director, Continental Europe of Diageo Europe, President of US Major Markets and National Accounts of Diageo North America and Managing Director of Eastern / Central Europe, Middle East and Africa for Diageo Venture Markets Johnnie Walker Black Label

Favourite drink:

Asia Pacific a very exciting place to be

Number of new consumers each year
China India SEA 22m 19m 7m

Growth in disposable income (2005-2010)

14% 15% 13%

Korea
Australia

0.6m
0.3m

6%
7%

Source: Euromonitor, disposable income growth rates n local currency.

Diageos strength is its brand range across total beverage alcohol

Asia Pacific TBA split
Chinese White Spirits Shui Jing Fang

Beer/RTD Guinness, Heineken /Tiger Net Sales 78bn

Japanese National Spirits Other Local Spirits Hanoi Vodka International Spirits Johnnie Walker, Smirnoff, Windsor Wine

Source: TBA estimates based on IWSR volume data, China Economic Information Network.

Asia Pacific will soon be the 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% Beer + RTD Chinese White Spirits Other Local Spirits Asia Pacific
F15 Category sizes (Asia Pacific) 43bn 34bn 8bn

International Spirits Emerging Asia

6bn

Wine

Japanese National Spirits

9bn

6bn

Source: TBA forecasts based on IWSR trends, China Economic Information Network.

Diageo leads international spirits with 30pc share

International Spirits Market Share

Others, 26%

Diageo, 30%

Intl Competitor 5, 4%

Intl Competitor 4, 4% Intl Competitor 3, 5% Intl Competitor 2, 7%

International Competitor 1, 24%

Source: IWSR. International Spirits includes all imported spirits, all international trademark volume and Bundaberg.

Scotch accounts for almost half the International Spirits category

Asia Pacific International Spirits category net sales pool
Others, 6% Liqueurs, 5%

Gin, 6%

Vodka, 8%
Net Sales c. 4bn Rum, 12% Scotch, 45%

Cognac, 18%

Source: TBA estimates based on IWSR volume data and China Economic Information Network.

Diageo is ideally positioned to capitalize on Asia Pacific growth

> Number one in international spirits > Diageos emerging Asia growth is double our Asia Pacific growth > Gaining share across the region > Investing in local spirits > Deep local partnerships

We have an unrivalled platform across total beverage alcohol

International Spirits Beer Ready to Drink / Serve Chinese White Spirits Local Spirits

Category Approach built on a broad range of #1 brands

The Best Alliances and RTM

Ground Breaking Local Marketing Campaigns

Our Scotch Platform underpins our performance

Diageo Category Net Sales split
Ready to drink/serve, 13%

Beer, 15% Others, 3% Gin, 2% Liqueurs, 5% Rum, 4% Vodka, 5% Scotch, 56%

Source: P9 YTD includes Duty Free.

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Our brands have leadership positions in the highest growth categories

Leadership Position in Asia Pacific #1 #1 #1 #1 #1 #1 #2
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Category
Scotch Scotch (SDLX) Vodka Stout Gin Liqueur Rum

Diageo Brand
Johnnie Walker Windsor Smirnoff Guinness Gordons Baileys Bundaberg

Source: IWSR / Market volume share estimates.

Our brands have leadership positions in the highest growth categories

Leadership Position in Asia Pacific #1 #1 #1 #1 #1 #1 #2 Category YTD Diageo Growth Rate Growth Rate (F10-F15 Emerging CAGR) Market 8% 8% 16% 2% 5% 2% 6% 25% 38% 22% 3% 6% 28% 117%
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Category
Scotch Scotch (SDLX) Vodka Stout Gin Liqueur Rum

Diageo Brand
Johnnie Walker Windsor Smirnoff Guinness Gordons Baileys Bundaberg

Source: IWSR / Market volume share estimates.

We have leadership in Scotch and are committed to building the Scotch price ladder category
$3000 $399 $164 $120 $100 $65

$55
$50 $35

$35
$31 $19.5 $14 $11 Premium & below
Note: Price point referenced to Duty Free RSP, Benmore is local price.

SDLX & above

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Our Scotch offering caters to Asian consumer needs

(Smoky)

(Light)

(Rich)

(Delicate)
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Scotch share gains in every market

5.0 4.0

Scotch share growth, %

3.0

2.0

1.0

0.0 Korea Taiwan Australia China India Malaysia Japan Vietnam Thailand

Note: Percentage increase is points of share gain. Source: AC Nielsen, Feb 2011 volume MAT for Taiwan and Thailand and Dec. 2010 value MAT for Australia (includes RTD). Malaysia and Vietnam based on 2010 IWSR and others internal estimates. Premium & Standard segment for Japan sourced from MAI

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And we have consolidated our leadership position

Diageo volume share of Scotch in Asia Pacific
44% Diageo

42%

40%

38% No. 2 International Competitor

36%

34% 2006 2007 2008 2009 2010E 2011E

Source: IWSR till 2009, internal estimates for 2010 and 2011.

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We are the Number 1 vodka player in Asia Pacific

80% 70% 60% 50%

Diageo volume share - International Vodka

40%
30% 20% 10% 0% Korea % Asia Pacific International 2% Vodka Category Japan 4% Australia 33% China 8% India 31% Vietnam 2% Malaysia 2% Thailand 5%

Source: IWSR 2010 for India, Thailand, Vietnam and Malaysia and IWSR 2009 for others markets and AC Nielsen Dec 2010 value MAT for Australia (incl. RTD) Note: International vodka is Imported Vodka as defined by IWSR plus any international brands bottled locally

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Vodka share gain in key markets

4.0

Vodka share growth, %

3.0

2.0

1.0

0.0 Korea Japan Australia China India Malaysia

Note: Percentage increase is points of share gain. Source: AC Nielsen Dec. 2010 value MAT for Australia (includes RTD), Market estimates for Korea, Japan, China and India. IWSR2010 for Malaysia.

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A strong beer platform

18%

Share in Indonesia

60%

Share in Malaysia

Diageo 16% 55%

14%

50%

12%

45%

Main International Competitor

10% 2007 2008 2009 2010

40% 2011E

2006

2007

2008

2009

2010

Source: Gabungan Industri Minuman Malt Indonesia, Confederation of Malaysian Brewers Berhad.

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Our partnerships are a competitive advantage

> Entering new categories > Enhancing local consumer understanding > Developing new routes to market

> Well established long term relationships

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Asia Pacific 6 key markets for Diageo

Net sales split by hubs
India, 6%
Australia, 24%

SE Asia, 31%

Korea, 18% Greater China, 15% Japan, 6%

Note: P9 YTD, including Duty Free.

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Clear focus on emerging Asia

Net sales Split Contribution to Net Sales Growth 20% 52% 48% 80%

Marketing Split

OP Split

61%

39%
Established Asia Pacific Emerging Asia

37%

63%

Source: P9 YTD, includes duty free Note: Established Asia includes Australia, Korea and Japan. Japan is removed from Contribution to Net Sales Growth chart due to distortion as a result of H1 F10 route to market change.

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Number 1 and gaining share in Korea and Australia

Share Korea Australia
90%

47% 41% 42% 33% 41% 32%

Int'l Spirits YOY share growth Market positions

Scotch

Spirits + RTD +0.6%

Scotch + Scotch RTD +2.0%

Vodak + Vodka RTD +1.3%

Rum + Rum RTD +0.6%

Total Sprits +0.6%

+0.4%

+0.7%

#1

#1

#1

#1

#1

#1

#1
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Source: Market estimates for Feb 2011, MAT volume for Korea and AC Nielsen value MAT Dec 2010 for Australia.

Strong platform for growth in China Scotch and Chinese White Spirits
> Strengthening Scotch category

> Building Scotch leadership

> Growing super premium Baijiu at scale

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India leadership in Duty Free and Domestic market

> Rebuilt our domestic route to market

> Iconic position of Johnnie Walker

> Leadership positions in scotch, vodka, duty free and domestic > Share gains

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South East Asia - a growth engine

> Number One in Scotch > Number One in international spirits > Gaining international spirits share across all markets

> Participation in local spirits through Hanoi Vodka

> Strength and consistent share gains in beer

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Efficient and sustainable supply footprint to support growth

= Diageo Subsidiary = JVs = License contract /third party operation

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Ground breaking marketing for Asian consumers

> Best local consumer insights > Emotional connection between our consumers and our brands > Truly Asian campaigns

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Dedicated Innovation resources and a culture that supports creativity and experimentation
> 30 new launches every year
> Creating new categories > Gifting relevant to local cultures > Dedicated local Asian innovation team of 30 people
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We are driving premiumisation across Emerging Asia

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Real traction in Super Deluxe Scotch

F11 YTD P9 NSV Growth Launches Net sales growth
59%

38%

19%

8%

SDX Category Asia Pacific

Diageo SDX Scotch Asia Pacific

Diageo SDX Scotch Emerging Asia

JW Blue Asia Pacific

Source: Category growth are forecast estimates based on IWSR, Diageo data is P9 YTD net sales growth.

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We are confident we will win in Asia Pacific

> Total beverage alcohol player with leading brands > Leadership position within and outside International spirits > Strongest partnerships in the region > Ground breaking marketing and innovation

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We are consistently outpacing the market in Asia Pacific

Performance
Category/segment Spirts Asia Pac. 9% 13% Brands/variants

JW
Emerging Asia

16%
23%

Overall category value growth

Diageo value growth

Scotch Asia Pac. Emerging Asia

8% 16% 25%

JW Black Emerging Asia

12% 16%

JW Blue

59% 110%

Emerging Asia
SDLX Asia Pac. 8% 21% SDLX Scotch 41% Emerging Asia

19%
38%

Emerging Asia

Source: Overall market value growth are forecast estimates based on IWSR, Diageo data is P9 YTD net sales growth.

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YTD Our momentum is strong

% 14 12 10 8 6

Diageo Asia Pacific Net Sales Growth

4
2 0 (2) (4) (6) 2009 2010 H1 2010 H2 2011 H1 2011 Q3
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Source: Diageo net sales data, includes Duty Free.

Accelerating growth, gaining share and positioned to win

> Leader in most of our categories

> Consistently driving premiumisation

> Ground breaking marketing and innovation > Strong momentum, gaining share > Supported by advantaged partnerships

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Cautionary statement concerning forward-looking statements This presentation contains forward-looking statements. These forward-looking statements can be identified by the fact that they do not relate only to historical or current facts. In particular, forward-looking statements include all statements that express forecasts, expectations, plans, outlook and projections with respect to future matters, including trends in results of operations, margins, growth rates, overall market trends, the impact of interest or exchange rates, the availability or cost of financing to Diageo, anticipated cost savings or synergies, the completion of Diageo's strategic transactions and restructuring programmes, whether and when any transaction may be eps accretive or economic profit positive and its anticipated impact on margins, anticipated tax rates, expected cash payments, outcomes of litigation, anticipated deficit reductions in relation to pension schemes and general economic conditions. By their nature, forward-looking statements involve risk and uncertainty because they relate to events and depend on circumstances that will occur in the future. There are a number of factors that could cause actual results and developments to differ materially from those expressed or implied by these forward-looking statements, including factors that are outside Diageo's control. These factors include, but are not limited to: global and regional economic downturns; increased competitive product and pricing pressures and unanticipated actions by competitors that could impact Diageos market share, increase expenses and hinder growth potential; the effects of Diageos strategic focus on premium drinks, the effects of business combinations, partnerships, acquisitions or disposals, existing or future, and the ability to realise expected synergies and/or costs savings; Diageos ability to complete existing or future business combinations, restructuring programmes, acquisitions and disposals; legal and regulatory developments, including changes in regulations regarding production, product liability, distribution, importation, labelling, packaging, consumption or advertising; changes in tax law, rates or requirements (including with respect to the impact of excise tax increases) or accounting standards; and changes in environmental laws, health regulations and the laws governing labour and pensions; developments in any litigation or other similar proceedings (including with tax, customs and other regulatory authorities) directed at the drinks and spirits industry generally or at Diageo in particular, or the impact of a product recall or product liability claim on Diageos profi tability or reputation; developments in the Colombian litigation, Turkish customs litigation, SEC investigation, Korean customs litigation or any similar proceedings; changes in consumer preferences and tastes, demographic trends or perception about health related issues, or contamination, counterfeiting or other circumstances which could harm the integrity or sales of Diageos brands; changes in the cost or supply of raw materials, labour, energy and/or water; changes in political or economic conditions in countries and markets in which Diageo operates, including changes in levels of consumer spending, failure of customer, supplier and financial counterparties or imposition of import, investment or currency restrictions; levels of marketing, promotional and innovation expenditure by Diageo and its competitors; renewal of supply, distribution, manufacturing or licence agreements (or related rights) and licenses on favourable terms when they expire; termination of existing distribution or licence manufacturing rights on agency brands; disruption to production facilities or business service centres, and systems change programmes, existing or future, and the ability to derive expected benefits from such programmes; technological developments that may affect the distribution of products or impede Diageos ability to protect its intellectua l property rights; and changes in financial and equity markets, including significant interest rate and foreign currency exchange rate fluctuations and changes in the cost of capital, which may reduce or eliminate Diageos access to or increase the cost of financing or which may affect Diageos fina ncial results and movements to the value of Diageos pensions funds.

All oral and written forward-looking statements made on or after the date of this presentation and attributable to Diageo are expressly qualified in their entirety by the above factors and the Risk factors contained in the Annual Report on Form 20-F for the year ended 30 June 2010 filed with the US Securities and Exchange Commission (SEC). Any forward-looking statements made by or on behalf of Diageo speak only as of the date they are made. Diageo does not undertake to update forward-looking statements to reflect any changes in Diageo's expectations with regard thereto or any changes in events, conditions or circumstances on which any such statement is based. The reader should, however, consult any additional disclosures that Diageo may make in any documents which it publishes and/or files with the SEC. All readers, wherever located, should take note of these disclosures.
This document includes names of Diageo's products, which constitute trademarks or trade names which Diageo owns, or which others own and license to Diageo for use. All rights reserved. Diageo plc 2011. 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. This presentation includes information about Diageos target debt rating. A security rating is not a recommendation to buy, sell or hold securities and may be subject to revision or withdrawal at any time by the assigning rating organisation. Each rating should be evaluated independently of any other rating. Past performance cannot be relied upon as a guide to future performance. The contents of the companys website (www.diageo.com) should not be considered to form a part of or be incorporated into thi s presentation.
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