Diageo unveiled its turnaround at a Capital Markets Day, aiming for $1 billion in savings via restructuring, supply‑chain upgrades and job cuts. Investors watched closely as the global drinks group outlined its path forward.

The new CEO of Diageo North America, John O’Keeffe, called out Crown Royal, Smirnoff vodka, and Captain Morgan as “brands in long‑term decline that require fundamental fixes.” He said that while marketing is being refreshed, shelf presence also needs change.

O’Keeffe said high‑funnel campaigns are being reworked, but packaging is key to turning shoppers into buyers. He pointed out that current designs miss heritage value.

For Crown Royal, he noted, “We can improve a lot. I like the premium glass bottle, but adding a plastic cap cheapens it. We will remove the cap.” This signals a broader effort to restore premium positioning.