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06/04/2021

How Diageo Drives Digital Conversions for Brands Like Baileys & Johnnie Walker

a close up of a laptop computer sitting on top of a wooden table

While most of today's consumer goods brands are all-in on growing digital sales, things are a bit trickier for the alcohol beverage category. A recent webinar with two Diageo e-commerce leaders explored how the brand has managed to make massive e-commerce gains despite today's antiquated and often complicated laws.

Among the strategies discussed include the metrics the company prioritizes, how it works with both its retail and hospitality partners, and how it's connecting brand digital marketing efforts to e-commerce. Read on for the edited transcript, including all of the presentation slides.