Diageo’s brand of risk management
Business risk
Diageo, the UK-based premium drinks company, may only be seven years old, but it owns some of the oldest wine, spirits and beer brands in the world. Guinness, Dom Perignon and Johnnie Walker are all names with a lot of history behind them. More recently, Diageo introduced alcopops to the world with its Smirnoff Ice drink.
Behind these brands, which are often associated with a certain amount of frivolity, is a far-reaching risk management infrastructure, which endeavours to bring together all the
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