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My Diageo (LSE: DGE) shares are a catastrophe. They’re down 25% over the previous 12 months and 50% throughout three years. That’s a woeful efficiency from what was as soon as thought-about some of the dependable UK blue-chips.
I purchased Diageo shortly after its first revenue warning in November 2023, when gross sales and stocking points flared up in Latin America and the Caribbean. I assumed the dip was only a blip and I used to be snapping up a discount. In the present day, it’s one of many greatest losers in my Self-Invested Private Portfolio (SIPP). The shares have tumbled one other 8% within the final week alone.
FTSE 100 hero turned zero
Loads of short-term points are dragging the enterprise down. The fee-of-living disaster has taken a toll on demand for Diageo’s premium spirits vary. Its high-end technique regarded a winner as soon as, much less so now. Tariffs are one other drag, hitting exports of Canadian whisky and Mexican tequila. These points might resolve in time, however what worries me extra are two potential long-term threats.
First, younger individuals are ingesting much less. That will simply mirror tighter budgets, however there’s an actual risk it’s a generational shift, with well being considerations conserving alcohol off the menu. Youthful drinkers do appear to have developed a style for Guinness although, now a key Diageo model.
Second, the rise of weight-loss medication equivalent to Wegovy. Some consultants suppose they’ll develop into as commonplace as statins, prescribed to thousands and thousands. They not solely suppress urge for food for meals, however can boring the style for alcohol too. Neither of those elements crossed my thoughts once I purchased the inventory, however weigh closely on me now.
Regardless of all of the gloom, Diageo isn’t in freefall. Its 2025 preliminary outcomes, revealed on 5 August, confirmed natural web gross sales of $20.2bn, down simply 0.1% and that’s partly as a consequence of forex results and disposals. Free money circulation climbed from $2.33bn to $2.74bn. Administration anticipates $3bn in 2026.
Tobacco shares survived
That made me surprise if Diageo might observe an identical path to the large cigarette makers. British American Tobacco has been hit by well being fears and declining consumption for many years, but discuss of its demise proved untimely. As a substitute, traders view at as a dividend machine. Its trailing yield is 5.7% (it was above 8% not way back) and the share value is up 40% over 12 months. It has stored the money flowing by grabbing extra share of a shrinking market and transferring into new areas like vaping.
Alcohol might observe the identical script. Some shoppers will in the reduction of, however others will keep loyal. Diageo might ship much less progress, however the earnings might compensate. The foundations are already there. Its dividend yield has doubled from 2% to only over 4% within the final couple of years.
It’s solely a principle, however I can’t dismiss the concept the drinks big might behave extra like a tobacco inventory. For now, I’d say traders ought to contemplate treating Diageo with warning. However with a long-term view, it might nonetheless ship robust returns. Even when it does so in a really totally different strategy to the Diageo of outdated.
