Diageo plc Stock Outlook 2025: Is LON:DGE / NYSE:DEO a Buy After a 57% Slide?

Diageo, the owner of Johnnie Walker, Guinness, Smirnoff and Don Julio, has gone from market darling to problem child in the space of a few years. Profit warnings, Latin American destocking, tariff scares and a slowdown in spirits demand have taken a heavy toll on the share price.

As of 8 December 2025, Diageo’s London-listed shares (LON:DGE) are trading around 1,670p, very close to their 52‑week low of roughly 1,664p and well below the high of 2,619.5p. Over the past year, the stock is down about 28%. ^[1]

The New York–listed ADR (NYSE:DEO) closed on Friday at $88.46, against a 52‑week range of $86.57–$132.34, leaving it roughly a third below its recent high. ^[2]

Some UK commentators now estimate the London share price is around 57% below its 2021 peak, prompting talk of a potential “generational bargain.” ^[3]

So is Diageo cheap for a reason, or has the market overshot on the downside? Here’s what the latest news, forecasts and analysis up to 8 December 2025 actually say.

Where Diageo’s share price stands now

London listing (LON:DGE)

Price today (approx.): ~1,670p
52‑week range: 1,664p – 2,619.5p ^[4]
1‑year performance: about −28% ^[5]
Market cap: ~£37–38bn ^[6]

A MarketBeat update on 7 December 2025 notes that eight City analysts now cover the stock, with an average one‑year price target of 2,198.75p – implying roughly 30% upside from around 1,685p – and a consensus recommendation of “Moderate Buy” (four Buy, four Hold). ^[7]

US ADR (NYSE:DEO)

Last close (5 December 2025): $88.46 ^[8]
52‑week range: $86.57 – $132.34 ^[9]
Market cap: about $49bn ^[10]

Here, the analyst tone is noticeably harsher. MarketBeat’s DEO page, updated in early December, shows 9 analysts, with a consensus rating of “Reduce” (3 Sell, 4 Hold, 2 Buy) but an average 12‑month target of $119, about 35% above the current price. ^[11]

Zacks, using a slightly different analyst sample, reports a target range of $83–$127 and an average target implying roughly 20% upside from around $89. ^[12]

Short version: the price is depressed, the targets are higher, but the tone from Wall Street is cautious rather than euphoric.

2025 results: weak year, modest organic growth

Diageo’s fiscal 2025 (year to 30 June 2025) was, commercially speaking, ugly but not catastrophic.

From the company’s own preliminary results:

Reported net sales: $20.245bn, down 0.1% year on year.
Organic net sales: +1.7% (i.e. stripping out FX and disposals). ^[13]
Reported operating profit: $4.335bn, down 27.8%.
Operating profit before exceptionals: down only 0.7%, with margin down 68 bps – so a big chunk of the reported profit drop comes from one‑off charges. ^[14]
Net profit: $2.538bn, down 39%. ^[15]

Regionally and by brand:

Management highlighted Don Julio tequila, Guinness and Crown Royal Blackberry as standout performers. ^[16]
Fiscal 25 H1 already marked a “return to growth” with 1% organic net sales growth, and Diageo claimed it grew or held share in 65% of measured markets, led by improved momentum in North America. ^[17]

However, the good bits are layered over some gnarly trends:

Q3 FY25: organic net sales up 5.9%, but helped by front‑loading shipments ahead of potential tariffs. ^[18]
Q1 FY26 (to 30 Sept 2025): reported net sales down 2.2%, and organic growth flat (0.0%); price/mix was −2.8%, with volume up 2.9% – a sign that Diageo is discounting or pushing cheaper products to keep volume moving. ^[19]

So the topline has stopped shrinking, but the ability to push through higher prices – the classic spirits playbook – looks constrained.

Tariffs, macro headwinds and changing drinking habits

Diageo’s problems aren’t just self‑inflicted; the whole spirits industry is wobbling.

Tariff drama

Early in 2025, Diageo warned that proposed 25% US tariffs on imports from Canada and Mexico, tied to renewed Trump‑era trade tensions, could hit operating profit by up to $200m, with about 85% of the damage coming from tequila (Don Julio) and the rest largely from Canadian whisky (Crown Royal). ^[20]

By May 2025, the company had better news: Washington stepped back from the harshest Mexico/Canada measures, and Diageo cut its projected annual tariff hit to about $150m, while announcing a $500m cost‑saving plan through 2028 aimed at supporting $3bn of annual free cash flow from FY26 and reducing debt. ^[21]

Even so, tariffs on EU products and continued political uncertainty mean US‑linked policy risk is now structural rather than a one‑off annoyance. ^[22]

Demand slowdown & health trends

Reuters and the Financial Times both describe an environment of:

Declining spirits volumes in key markets such as the US and China.
Consumers trading down in price and quantity thanks to high interest rates and inflation.
Added pressure from health and wellness trends, including the spread of GLP‑1 weight‑loss drugs and “drink less, but better” behaviour. ^[23]

Taken together, Diageo is battling a cocktail of macro squeeze + health trends + tariffs. That’s a tougher backdrop than the premium‑spirits “perma‑growth” story many investors were banking on a few years ago.

Leadership turmoil – and a new CEO incoming

Corporate drama hasn’t helped sentiment.

In late 2023, Diageo issued a profit warning after a forecast >20% drop in Latin America & Caribbean sales due to destocking in Mexico. ^[24]
The sudden death of long‑time CEO Sir Ivan Menezes in 2023, followed by Debra Crew’s appointment and then her abrupt departure in July 2025, created a perception of instability at the top. ^[25]
The FT reports boardroom tensions and investor unease over a prolonged CEO search, with even outgoing GSK boss Emma Walmsley cited among external candidates considered. ^[26]

That search appears to be over. According to UBS’s recent note, Sir Dave Lewis – best known for turning around UK grocer Tesco and with a long Unilever background – has been appointed as Diageo’s new CEO, effective 1 January 2026. ^[27]

UBS suggests Lewis could look at portfolio moves such as:

Selling East African beer or certain Asian spirits assets.
Potentially exploring a Guinness spin‑off or IPO to unlock value from the group’s strongest brand. ^[28]

For investors, this sets up 2026 as a potential “reset year”: new strategy, new targets, and maybe new asset structure.

What analysts and commentators are saying on 8 December 2025

City broker view: cautiously positive on DGE

Consensus rating (LON:DGE): Moderate Buy
Analyst split: 4 Buy, 4 Hold.
Average 12‑month target: 2,198.75p, about 30% above the current price. ^[29]

The same MarketBeat note pegs Diageo’s valuation at a P/E of ~16 on depressed earnings, with a beta of 0.36 – so it’s cheaper and less volatile than the average equity market, at least on paper. ^[30]

Retail and newsletter commentary in the UK leans more openly bullish:

A Yahoo Finance piece argues that analysts’ targets imply Diageo shares could climb around 56% from current levels if sentiment normalises. ^[31]
Another article sets out four reasons the share price could surge about 31% to £22.25, pointing to brand strength, mean‑reversion in margins, and a re‑rating as macro fears fade. ^[32]
Multiple Motley Fool UK writers note the stock is down sharply in 2025 and over the last five years, but argue that the underlying franchise still resembles a classic “quality at a discount” setup. ^[33]

Some professional fund managers have also publicly described the valuation as “unprecedentedly low” and have been adding exposure. ^[34]

Wall Street view: mixed on DEO

On the NYSE listing, things are murkier.

From MarketBeat’s DEO forecast page (data as of 5 December 2025): ^[35]

Consensus rating: “Reduce” (1.89 on their 1–4 scale).
Analyst split (9 in total):
- 3 Sell
- 4 Hold
- 2 Buy
Average price target: $119, implying about 35% upside from $88.38.
Target range: $109–$129.

Recent rating moves include:

UBS: downgraded from Buy to Neutral; cut its target from £22.50 to £18.50 (for the London line), citing US spirits weakness, tequila sales turning negative, and market‑share losses; they estimate US spirits represent roughly 30% of FY25 sales and have trimmed FY26–FY28 EPS estimates by 2–3%. ^[36]
Zacks Research: downgraded the ADR from Hold to Strong Sell in November. ^[37]
Bank of America: still rates Diageo Buy, but has already cut its DEO target from $117 to $109 as demand in the US and China softens. ^[38]

Another Zacks summary of price targets (a different sample of analysts) shows forecasts ranging from $83 to $127, with an average target implying about 20% upside from the high‑80s. ^[39]

So the numbers (targets) look optimistic, but the language (Reduce, Strong Sell, Neutral) screams “handle with care.”

What the technical and positioning data say

Short interest: up sharply, still low in absolute terms

A Benzinga short‑interest update from 5 December 2025 reports that: ^[40]

DEO’s short interest has jumped 52.38% since the prior report.
There are now about 1.8 million shares sold short, equivalent to 0.32% of the free float.
At recent trading volumes, it would take about 1.18 days for shorts to cover.
The average short interest in Diageo’s peer group is around 4.5% of float, so Diageo is still less shorted than most peers – but the trend is clearly towards more bearish positioning.

Translation: some investors are increasingly happy to bet against the stock, but this is nowhere near “meme‑stock squeeze” territory.

Technicals: near‑term trend still down

Technical site StockInvest.us currently labels DEO a “Sell candidate”: ^[41]

The stock has been in a “wide and falling” short‑term trend, with sell signals from both short‑ and long‑term moving averages.
Their model expects a c. 10% decline over the next three months, with a 90% probability that the stock will finish in a $75.5–$85.0 range.
For the trading day of 8 December 2025, they estimate a fair opening price of $89.09 and an intraday range of roughly ±2.4%.
Key support sits around $87.26, with resistance near $93.64.

This kind of technical backdrop doesn’t say “guaranteed crash,” but it does suggest that momentum traders are not your friends right now.

Dividend, cash returns and valuation

Despite the profit squeeze, Diageo is still paying shareholders quite handsomely.

Dividends

For the year to June 2025, Diageo’s board has recommended a full‑year dividend of 103.48 cents per share, made up of: ^[42]

an interim dividend earlier in the year, and
a final dividend of 62.98 cents per share, approved at the November 2025 AGM.

For the ADR, StockInvest lists two 2025 payments of $1.59 (April) and $2.49 (December), totalling $4.08 over the year. At a share price around $88–89, that’s a trailing yield of roughly 4.5–4.7%, before any tax. ^[43]

That’s significantly higher than a few years ago, because the dividend has inched up while the share price has fallen.

Share buybacks and leverage

Diageo has also been a heavy user of share buybacks, including:

an F24 buyback programme of up to $1bn, completed before the end of fiscal 2024; and
several multi‑billion programmes between FY18 and FY23. ^[44]

However, the MarketBeat DGE snapshot shows a debt‑to‑equity ratio north of 200%, suggesting that balance‑sheet flexibility is not infinite, especially in a higher‑rate environment. ^[45]

If tariffs bite harder, or if volumes deteriorate further, management may need to prioritise debt and investment over buybacks, at least temporarily.

The bull case: why some see a “generational bargain”

Supporters of Diageo at today’s price are essentially making a quality‑at‑a‑discount argument:

Global powerhouse with irreplaceable brands
Diageo’s portfolio – from Johnnie Walker, Talisker and Lagavulin to Guinness, Smirnoff, Don Julio and Tanqueray – is about as wide a spirits toolkit as you can get. ^[46]
These brands have enormous pricing power and cultural relevance, even if near‑term demand is soft.
Demographic tailwinds
Management has repeatedly highlighted the expected addition of 600 million new legal‑drinking‑age consumers by 2030, particularly across emerging markets. ^[47]
That doesn’t guarantee more alcohol per person, but it does expand Diageo’s potential customer base.
Cash‑flow potential and cost savings
The $500m cost‑saving programme and free‑cash‑flow target of $3bn annually from FY26 give bulls a tangible reason to believe margins can recover even in a sluggish volume environment. ^[48]
New CEO with turnaround credentials
Dave Lewis has a track record of fixing broken consumer giants at Tesco, where he tackled debt, reset margins and simplified the portfolio. Investors betting on Diageo now are partly betting that he can:
- sharpen Diageo’s brand focus;
- execute asset disposals / spin‑offs (especially around Guinness or regional beer units); and
- re‑establish a clear medium‑term growth and margin story. ^[49]
Valuation support
- London: P/E around 16 on depressed earnings and a 30%+ upside implied by consensus targets. ^[50]
- New York: ADR trading around $88 with an average analyst target near $119 and a dividend yield above 4.5%. ^[51]

Put together, the bull thesis is: “This is a high‑quality franchise going through a cyclical and self‑inflicted rough patch; you’re being paid well to wait for a mean‑reversion in both earnings and valuation.”

The bear case: why others still rate it “Reduce” or “Sell”

Sceptics don’t dispute the brands; they question the trajectory.

Structural demand risk
If younger and health‑conscious consumers permanently reduce alcohol consumption – especially high‑ABV spirits – Diageo’s historic model of steady volume + premiumisation may be broken. Recent declines in US and China spirits volumes worry the bears. ^[52]
Pricing power under pressure
Q1 FY26’s negative price/mix (−2.8%) despite positive volume suggests that Diageo is having to discount to move product in some markets – the opposite of its long‑term playbook. ^[53]
Tariffs and political risk
Even after the reduction from $200m to $150m in expected annual tariff impact, that’s still a meaningful drag on profit, and one that could change with a tweet. ^[54]
Balance‑sheet and capital allocation
With a high debt‑to‑equity ratio and rising rates, Diageo has less room for error. If earnings disappoint again, rating agencies might start looking over their glasses, forcing more conservative payout and buyback policies. ^[55]
Analyst downgrades & weak technicals
- UBS downgrade (Buy → Neutral) with a lower target and explicit concerns about tequila weakness and US spirits. ^[56]
- Zacks moving to Strong Sell on the ADR. ^[57]
- StockInvest rating DEO a Sell candidate with an expected 10% slide over the next three months. ^[58]
- Short interest rising more than 50% since the last report. ^[59]

From this angle, Diageo looks less like “temporarily cheap quality” and more like a value trap in a shrinking category with an unproven turnaround plan.

So is Diageo stock a buy after 8 December 2025?

Stepping back from the noise:

Fundamentals: Sales have, broadly, stopped falling and are inching higher organically, but margins are under real pressure and guidance for FY26 has already been trimmed to flat‑to‑slightly‑down sales and only low‑ to mid‑single‑digit profit growth. ^[60]
Valuation: Both listings trade at a discount to their own history and to many global staples peers, with meaningful upside baked into consensus targets – but not enough to stop several analysts from sticking with Sell or Reduce. ^[61]
Sentiment & technicals: Short interest is climbing, technical signals are negative, and the ADR in particular is in a defined downtrend. ^[62]
Catalysts: The big swing factor for 2026 will almost certainly be Dave Lewis’s strategy reset – including what he does with Guinness, cost savings and portfolio rationalisation. ^[63]

For:

Income‑oriented, long‑term investors who are comfortable with volatility and believe global spirits remain structurally attractive, Diageo at today’s prices offers:
- a mid‑single‑digit dividend yield,
- a still‑AA‑tier brand portfolio, and
- plausible upside if earnings and multiples revert even part of the way to historic norms.

Against:

More cautious or shorter‑term investors may see a stock with:
- weakening pricing power,
- uncertain volume trends in key markets,
- substantial political and tariff risk, and
- a downtrend that may not have fully played out.

References

SSE PLC Stock: Is the £33bn Grid Investment Plan Already in the Price? (8 December 2025 Update)

London Stock Exchange Group (LSEG) Stock: ChatGPT Deal, £1bn Buyback and 2026 Price Targets – December 8, 2025

Barclays PLC Stock Update: Buybacks, Evelyn Partners Bid Talk and 2026 Outlook (8 December 2025)