Diageo expands with new general director

Shivam Misra

When Misra took the new role in Vietnam, he brought with him nine years of experience at Diageo in different areas of expertise, such as marketing, sales, supply and management, and a background in various emerging market across Asia. The Indian general director believed these help him meet the high expectations of Diageo, as well as manage the complexity of an emerging market like Vietnam.

Emerging middle class: A big chance

“My aim as general director of Diageo Vietnam is to build on the great work that has already been undertaken by my predecessors,” said Misra. “We have brought some of our best luxury brands into Vietnam over the past years, and has garnered a good response. Some of our brands aims to keep in mind of the consumers on Asian palates. We will keep riding on this success to unlock the enormous potential for Diageo Vietnam.”

To Misra, with a growing economy, Vietnam is becoming more dynamic than ever. Among emerging markets, Vietnam offers good prospects as the top two consumer segments of the economy will grow faster than any other countries in Southeast Asia. Rising prosperity has given birth to an ever-expanding middle class with more money to spend on everything from high-quality consumer goods to luxury products.

The trend of increasing middle incomes and the effort to develop luxury brands in Vietnam will continue in the future. The fast growing middle class plays an important role in driving services, tourism, hotels, and fast-moving consumer goods (FMCG) sectors in Vietnam, paving the way for consumer goods (international FMCG) companies like Diageo to capture the potential.

Developing the community

“What we are going to do in Vietnam is develop our brands, people, and community,” said Misra. “We will keep promoting the most loved iconic brands locally with a company purpose to celebrate life everyday, everywhere.”

Accordingly, Diageo has so far cared deeply about its employees by creating immense opportunities for its talented people. With the Diageo leadership programme, people can receive exceptional development and lead in real roles within a global, vibrant, and diverse company. Diageo Vietnam emphasises the importance of giving people the right skills, great opportunities, and solid experience to help them develop both their careers and their lives. The company also continues to improve the implementation of corporate social responsibility (CSR), an important part of Diageo’s growth in Vietnam.

“We have a strong focus on CSR,” said Misra. “In Vietnam, Diageo has deployed a wide range of social activities contributing to the sustainable development of the community in general and luxury alcohol development in particular.”

Diageo plays an active role in the Vietnam Association of Responsible Drinking (VARD) by undertaking initiatives to help people drink responsibly. For example, it makes sure when people leave the pubs, they call for a taxi instead of driving. Donating 1,500 helmets for primary students and displaying “Don’t Drink and Drive” posters on 1,000 buses in Hanoi on the occasion of the capital city’s anniversary on October 10, 2015 are other highlights.

The British company also supports the community of Vietnamese bartenders via the Diageo Reserve World Class, a global competition for all bartenders to compete in an exquisite drinking experience. Participating in this competition, Vietnamese bartenders have a chance to learn from international trainers and mixologists. As a result, they will sharpen their skills and transform the luxury drinking experience in Vietnam.