Diageo Sees Innovation Driving High-Priced Spirits Sales Growth

Diageo Plc, the world’s biggest distiller, said it can continue to win market share with its high-end spirits brands as it creates more variants of drinks, including Ciroc vodka.

Diageo, which has increased its share of so-called super-deluxe spirits to 15 percent last year from 10 percent three years ago, will continue to increase sales in that category, Rudy Paoli, managing director of its Reserve Brands unit, said today in a telephone interview from Singapore. Diageo cited market-share data from London-based International Wine & Spirit Research.