TADAWUL:2082 22 October 2025

May 19, 2026, 2:39 PM EDT. Diageo's share price has fallen 55% over five years, with a 28% drop in the past year, pressured by a cost-of-living crisis, US tariffs, and shifting consumer habits among younger generations. After a November 2023 profit warning linked to weaker sales in Latin America and the Caribbean, the FTSE 100 spirits giant has struggled to recover. New CEO Sir Dave Lewis, appointed in January to revive the company, has cut the dividend by half and aims to reduce costs by $625 million over three years. Despite a slight sales uptick in Q3 2024 to $4.5 billion, key markets including North America and China remain weak. Net debt stands at $21.7 billion with a market cap of £32.5 billion, and investors face uncertainty as consumer attitudes and geopolitical tensions weigh on demand.