Diageo is a leading global company in the alcoholic beverages sector, actively engaging in lobbying activities within the European Union to represent its commercial interests. Registered in the EU Transparency Register since April 19, 2011, Diageo’s lobbying efforts focus on influencing EU policy and legislation relevant to its business operations and the wider industry. The firm targets key EU policy areas such as the EU Green Deal, Farm to Fork strategy, EU trade agreements, the Single Market, consumer protection, health and social policy, corporate governance, due diligence, and taxation including excise duties. It also engages on issues related to responsible marketing practices, geographical indications (GIs), and sustainability reporting frameworks like the Corporate Sustainability Reporting Directive (CSRD).
Diageo operates with a dedicated team of three full-time equivalent lobbyists, two of whom hold accreditation to lobby the European Parliament. The firm maintains offices in London (head office) and Brussels (EU office), enabling close interaction with EU institutions. Their lobbying activities are substantial, with reported expenditures ranging between €700,000 and €799,999 for the financial year July 2023 to June 2024. Diageo has conducted 23 high-level meetings with the European Commission within this period, reflecting an active engagement in policy dialogue.
The company’s lobbying strategy emphasizes constructive dialogue with EU policymakers to shape legislation and regulation that impacts its sector, balancing commercial interests with commitments to responsible business conduct. Diageo supports colleagues working across EU Member States, ensuring alignment of its advocacy efforts with local and EU-wide regulatory developments.
