Diageo stands as the world's leading premium spirits producer, operating in 180 countries with 132 factories, over 30,000 employees, and a portfolio of more than 200 brands. After entering the Turkish market in 2011 by acquiring Mey İçki for $2.1 billion, the company has invested an additional $170 million over the past 14 years. These investments have transformed Diageo Turkey into a vital global hub. Notably, with 20% real growth in the second half of 2024, it became the fastest-growing Diageo market in the world.

Bahar Uçanlar, who took office in April 2024, has built the company’s strategic focus on three pillars: globalization, premiumization, and engagement. To increase efficiency according to these priorities, she is working to establish a structure that is more digital, agile, and globally-minded. Her primary goal is ambitious: "We will double our growth in 5 years."

Upon taking the role, Uçanlar prioritized listening to her teams through extensive field and factory visits. Through globalization, she has positioned Turkey as a high-value country within the Diageo network. Through premiumization, she is enriching the product portfolio, and through engagement, she aims to make the company the preferred choice for both internal and external stakeholders.

The year 2024 saw significant milestones for the company's leading brands and categories:

• Johnnie Walker achieved a 46% revenue growth.
• Raki exports reached $57 million, strengthening Turkey’s lead in gastronomy exports.
• Production Capacity is currently at 50 million liters for raki, 13 million liters for wine, and 25 million liters for distilled spirits.

The resumption of Smirnoff production in Turkey further supports the goal of becoming a global production base. Uçanlar emphasizes that the transformation is not purely financial but human-centric. She aims to create an organization where people feel they belong and can fully realize their talents while doubling turnover within five years.

Diageo Turkey’s future investment roadmap includes the completion of 12 key innovations and strengthening its role as a supply and production hub for Europe. A flagship social project is the Samandağ Gastronomy Village, which utilizes a woman-centered development model to increase the participation of women in social and economic life.

Looking toward the 2030 vision, the company will continue to focus on premiumization, globalization, efficiency, and engagement as its core strategic anchors.