Business Case Studies, Managing in Troubled Times Case Study, Troubled Times, Diageo

print page
Tell A Friend

Case Categories

Managing in Troubled Times Case Study

Case Title:

Troubled Times at Diageo

Publication Year : 2004

Authors: Sanjana George, Sumit Kumar Chaudhuri

Industry: Beverages


Case Code: TRT0015

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study

Diageo was formed in December 1997 through the merger of Guinness and Grand Metropolitan, the then leaders in the global liquor business. By 2003, Diageo had become the world's largest scotch whisky manufacturer with its world famous brands like Smirnoff, Johnie Walker, Guinness and Bailey's. It had operations in 180 countries with a global workforce of 62,000 employees. However by late 2003, it was alleged that Diageo was misleading consumers by marketing vatted malt under the Cardhu label, which was supposed to be a single malt whisky.

Pedagogical Objectives:

  • To understand the intricacies and dynamics of the scotch whisky industry.

Keywords : Diageo; Cardhu; Scotch whisky; Speyside distillery; Malt whisky; Single malt whisky; Managing in Troubled Times Case Study; Pure malt whisky; Guinness; Vatted malt whisky; Scotch whisky association; William Grant and Sons; Smirnoff; Distilleries in Scotland; Aeneas Coffey; Seagram


  • History of scotch whiskey
  • Diageo
  • Cardhu and its crisis
  • The industry outcry
  • The outcome

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-2020 - 25, Telangana, INDIA.
Mob: +91- 9640901313,

©2020 - 25 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap