Diageo Courts Europe’s Luxury Drinkers With Yacht Parties

Diageo Plc, the world’s biggest distiller, is courting cash-rich Europeans with luxury boat parties and male models as sales of high-end brands in the region outpace cheaper spirit labels.

“We’re not going to just make a television advert,” said John Kennedy, head of the company’s Western European business, in an interview with Bloomberg News. “We’ll have big, spectacular experiential marketing.”