Diageo has announced it is to cut 200 jobs at its London head office, along with some regional posts, as part of a bid to cut costs and save £200m (€247m) by 2017. The job cuts reflect bigger industry issues and the maker of Baileys and Guinness is not alone in feeling the pinch.

Heineken and SAB Miller, the maker of Peroni, also announced cost savings and job cuts earlier this year, reflecting sale declines on the European drinks market.

To combat this, these drinks companies are targeting sales in emerging economies like Asia and Africa. Today, Africa is Diageo’s largest market for Guinness in the world.

ADVERTISEMENT

Diageo employs 36,000 people worldwide, with sales of £11.4bn (€14.1m). The company saw its profits slide in 2014, announcing in April a drop in sales of 19% within the Asian Pacific region.

With annual exports of more than €1bn, Diageo is one of Ireland’s most important exporters in the high value-added food and beverage category. The organisation employs approximately 1,500 people in its production facilities in Ireland.

Diageo Ireland is also a significant contributor to the country’s rural economy. It is estimated that the organisation’s contribution to the agricultural sector is €274m per year.

For example, over 90% of the barley used in production is sourced locally, with Diageo production requiring more than half of the malting capacity in the country.

As well as this, up to 275m litres of fresh Irish milk is used each year in the production of Baileys, the world’s best-selling cream liqueur.

Diageo has recently made a €168m investment in the St James’s Gate Brewery, which will consolidate all brewing by Diageo in Ireland on the historic site.

On completion, St James’s Gate will be one of the most technologically-advanced and environmentally-sustainable breweries in the world.

The Guinness Storehouse continues to be Ireland’s number one visitor attraction, with over one million visitors per year.

Last June, Diageo Ireland announced a €3m investment to turn the Kilkenny brewery into a state-of-the-art visitor centre.