Diageo offered the leader of Turkish market
The maker of Smirnoff vodka and Guinness beer is poised to become the specialist of Turkish raki. The British giant Diageo puts his hand on Içki Mey, the leading Turkish spirits, after paying 1.5 billion euros from TPG Capital and Actera.
This group, who performed last year a turnover of 355.6 million euros, controls 80% market raki, the national famous alcohol with anise, and 65% of that of vodka. By seizing Mey Içki he coveted for several months, Diageo strengthens the distribution of its own brands in the Turkish market where it previously occupied fourth place with 4% market share of spirits, to Pernod Ricard (3% ).
"Turkey is an attractive market for Diageo and developed with strong growth in gross domestic product, says the CEO of Diageo, Paul Walsh.The acquisition of Mey Içki improves our position in the spirits market with high growth. " A market, boosted by the emergence of the Turkish middle class, which is still dominated by raki and alcohol cheap.
Rebalancing strategy
After several years of strong volume growth, they should nevertheless settle for 2015. "Diageo is betting on the transfer of consumption to international brands as they become more accessible," says Jeremy Cunnington, senior analyst at Euromonitor. The various taxes, which penalize hitherto imported international brands, should gradually decline by 2018. Diageo hopes to take full advantage with its broad portfolio of brands.
The acquisition of Mey Içki also part of a rebalancing strategy in emerging countries.During its last fiscal year (2009-2010), 67% of the volumes still came from the United States and Western Europe. It is precisely in Europe – particularly Greece, Ireland and Spain, where sales fell 13% in the first six months of fiscal year 2010-2011 – the slowdown has been most marked. "While growth in sales of Pernod Ricard was twice that of Diageo's first half is due to the lack of presence of the latter in emerging countries, China and India in mind," says Jeremy Cunnington.
Diageo, who had preferred to leave India after the Asian crisis in 1998 gave way to Pernod Ricard, which now owns 8% of the market. Diageo is now trying to regain a foothold in the region.He has just returned to 24% stake in the spirits of the Vietnamese leader (Halico) after taking control late last year of a heavyweight Chinese (Quanxing). China will become this year … second country, ahead of France, Pernod Ricard.
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