London, January 6, 2026, 09:16 GMT — Regular session
- Diageo shares rose about 1.6% in early trade after RBC lifted its rating to “outperform”
- A senior executive disclosed a £464,518 share purchase in a regulatory filing
- Investors’ next checkpoint is Diageo’s interim results on February 25
Diageo (DGE.L) shares rose 1.65% to 1,661 pence by 0850 GMT on Tuesday after RBC Capital Markets upgraded the spirits maker to “outperform”. The stock ended Monday at 1,634 pence. 1
The broker action lands with sentiment still fragile after a prolonged slide that has left Diageo far below last year’s peak. The group cut its fiscal 2026 outlook in November, citing softer U.S. demand and weakness in China. 2
Why it matters now: Diageo is a heavyweight defensive name in London, and a rare upgrade can shift positioning quickly at the start of the year. The next hard catalyst is its interim results on Feb. 25, when investors will look for evidence that volumes, pricing and cash generation are stabilising. 3
RBC analyst James Edwardes Jones said Diageo has an “enviable stable” of brands across multiple price points and argued the company needs to revive “the neglected mainstream” to return to sustained volume growth. RBC said that may come at a cost to price/mix — shorthand for the combined impact of pricing and changes in what consumers buy. 4
The bank said it assumes price/mix will be flat in fiscal 2027 and margins will fall by 210 basis points — 2.10 percentage points — even as it flagged “plentiful” cost-saving opportunities. RBC added that cash flow should be insulated as maturing inventory is run down and capital expenditure normalises, and it pointed to potential optionality from Diageo’s Moët Hennessy stake, though it has not built that into forecasts. 4
Separately, a regulatory filing showed Dayalan Nayager, a member of Diageo’s executive committee, bought 28,960 shares at £16.04 each on Dec. 30, a transaction disclosed on Jan. 5 under UK market rules. Another filing set total voting rights at 2.226 billion after accounting for shares held in treasury. 5
The broader tape was supportive, with the FTSE 100 trading higher in early moves. 6
On the charts, Diageo is attempting to build a base above the 1,600-pence area after touching a 52-week low of 1,579 pence, versus a 52-week high of 2,567.5 pence, according to Hargreaves Lansdown data. 7
The risk is that a push back into mainstream brands needs heavier promotions at a time when demand in key markets remains uneven, squeezing margins and raising the odds of another reset to expectations.
