Whisky boosts Diageo sales in Mexico

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The price and the best product mix and allowed the business increased marketing investment by 22%. Notimex The segment of whiskey from Diageo boosted operations in Mexico during the second half of 2012, after the company’s net sales will increase by 21%. And in the last six months of last year, the marketing of its brands Johnnie Walker and Buchanans increased by 28 and 18%, respectively, thanks to advertising campaigns carried out in this period. The company also said sales of alcoholic beverages in the last year of his rum Captain Morgan reported a 48% increase due to improved product awareness among consumers of the emerging middle class. President of Diageo Latin America and the Caribbean, Randi Millan said the region had a robust and efficient growth, increasing net sales by 18 percent in the past six months, driven by volume growth, better product mix and price increases in the portfolio. In this regard, said the best price and product mix enabled the company increased marketing investment by 22%, and optimize the operating margin 190 basis points. “Growth was driven largely by the Scots, where Johnnie Walker, Buchanan, Old Parr and expanded their leadership positions and benefited from value-added products, characterized by innovation,” he said. He stressed that his business has expanded beyond the Scots, and who have achieved great success in vodka, which has contributed to the growth of the consumer segment of the emerging middle class. “The continued investment in our brands, our routes to market and our team ensuring sustainable success,” he said.