{"id":142824,"date":"2026-02-25T17:59:36","date_gmt":"2026-02-25T16:59:36","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=142824"},"modified":"2026-02-25T17:59:37","modified_gmt":"2026-02-25T16:59:37","slug":"diageo-immediatement-sur-la-sellette-de-drastic-dave","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/diageo-immediatement-sur-la-sellette-de-drastic-dave\/","title":{"rendered":"Diageo imm\u00e9diatement sur la sellette de \u00ab Dave le Drastique \u00bb"},"content":{"rendered":"\n<p>Le g\u00e9ant britannique des boissons <strong>Diageo<\/strong>, connu pour ses marques telles que Johnnie Walker, Guinness et Smirnoff, traverse une p\u00e9riode mouvement\u00e9e. Son nouveau PDG, Dave Lewis, surnomm\u00e9 \u00ab Dave le Drastique \u00bb en raison de sa r\u00e9putation de r\u00e9formateur, a annonc\u00e9 une forte r\u00e9vision \u00e0 la baisse de ses pr\u00e9visions annuelles.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les \u00c9tats-Unis et la Chine, maillons faibles<\/h2>\n\n\n\n<p>Diageo a annonc\u00e9 une baisse de 4 % de son chiffre d&rsquo;affaires pour le premier semestre de l&rsquo;exercice 2026, \u00e0 10,5 milliards de dollars (9,7 milliards d&rsquo;euros), tandis que le chiffre d&rsquo;affaires organique a recul\u00e9 de 2,8 %. Le b\u00e9n\u00e9fice d&rsquo;exploitation a diminu\u00e9 de 1,2 %, \u00e0 3,1 milliards de dollars (2,9 milliards d&rsquo;euros). <\/p>\n\n\n\n<p>Les principaux points faibles sont les \u00c9tats-Unis et la Chine, o\u00f9 la demande de spiritueux est sous pression. Aux \u00c9tats-Unis, qui repr\u00e9sentent pr\u00e8s de 40 % du chiffre d&rsquo;affaires, celui-ci a baiss\u00e9 de 6,8 %, principalement en raison d&rsquo;un recul de 23 % des ventes de tequila. En Asie, le chiffre d&rsquo;affaires a chut\u00e9 de 11,1 %, principalement en raison des ventes d\u00e9cevantes de spiritueux blancs chinois.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Objectif : des boissons moins ch\u00e8res<\/h2>\n\n\n\n<p>Lewis, qui a d\u00e9j\u00e0 men\u00e9 \u00e0 bien des r\u00e9formes chez Tesco et Unilever, a annonc\u00e9 que Diageo se concentrerait davantage sur les spiritueux abordables, un segment o\u00f9 l&rsquo;entreprise est actuellement sous-repr\u00e9sent\u00e9e. Il souhaite \u00e9galement r\u00e9duire les prix de certaines marques et am\u00e9liorer le service \u00e0 la client\u00e8le, qu&rsquo;il juge \u00ab tr\u00e8s mauvais \u00bb dans certains cas.<\/p>\n\n\n\n<p>La vente \u00e9ventuelle d&rsquo;actifs est \u00e9galement envisag\u00e9e afin de r\u00e9duire davantage la dette. Lewis a soulign\u00e9 que l&rsquo;entreprise avait besoin d&rsquo;une marge de man\u0153uvre financi\u00e8re pour r\u00e9duire sa dette, qui a doubl\u00e9 depuis 2017 et repr\u00e9sente d\u00e9sormais 3,4 fois le b\u00e9n\u00e9fice d&rsquo;exploitation ajust\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mesures impopulaires<\/h2>\n\n\n\n<p>Pour l&rsquo;ensemble de l&rsquo;exercice 2026, Diageo pr\u00e9voit d\u00e9sormais une baisse de 2 \u00e0 3 % de son chiffre d&rsquo;affaires organique, ce qui repr\u00e9sente une r\u00e9vision importante par rapport aux pr\u00e9visions ant\u00e9rieures qui tablaient sur un chiffre d&rsquo;affaires stable ou en l\u00e9g\u00e8re baisse. Le b\u00e9n\u00e9fice d&rsquo;exploitation organique sera comparable \u00e0 celui de l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente ou, dans le meilleur des cas, augmentera de quelques pourcents. <\/p>\n\n\n\n<p>Le nouveau PDG r\u00e9duit \u00e9galement consid\u00e9rablement le dividende vers\u00e9. Il est conscient que cela ne le rendra pas populaire, mais souligne qu&rsquo;il ne pourra \u00eatre v\u00e9ritablement jug\u00e9 qu&rsquo;une fois qu&rsquo;il aura d\u00e9voil\u00e9 l&rsquo;ensemble de sa strat\u00e9gie, ce qui devrait avoir lieu au troisi\u00e8me trimestre.<\/p>\n\n\n\n<p>Ces annonces ont d\u00e9j\u00e0 provoqu\u00e9 une onde de choc dans le secteur. Les analystes ont des r\u00e9actions mitig\u00e9es : certains consid\u00e8rent ces mesures comme logiques et n\u00e9cessaires, tandis que d&rsquo;autres soulignent l&rsquo;ampleur des d\u00e9fis \u00e0 relever. \u00ab Ces r\u00e9sultats sont catastrophiques et <a href=\"https:\/\/www.reuters.com\/world\/china\/diageo-cuts-annual-sales-forecast-dividend-us-demand-falters-2026-02-25\/\">le travail de reconstruction est \u00e9norme<\/a> \u00bb, a d\u00e9clar\u00e9 Dan Coatsworth, responsable des march\u00e9s chez AJ Bell, \u00e0 Reuters.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le g\u00e9ant britannique des boissons Diageo, connu pour ses marques telles que Johnnie Walker, Guinness et Smirnoff, traverse une p\u00e9riode mouvement\u00e9e. Son nouveau PDG, Dave Lewis, surnomm\u00e9 \u00ab Drastic Dave \u00bb en raison de sa r\u00e9putation de r\u00e9formateur, a annonc\u00e9 aujourd&rsquo;hui une forte r\u00e9vision \u00e0 la baisse de ses pr\u00e9visions annuelles.<\/p>\n","protected":false},"author":5,"featured_media":142825,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[418],"people":[],"extra":[43],"company":[396],"topic":[332,266],"region":[381],"class_list":{"0":"post-142824","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"tag-sterkedrank","10":"extra-plus","11":"company-diageo","12":"topic-restructuration","13":"topic-resultats-financiers","14":"region-royaume-uni"},"acf":[],"yoast_head":"<!-- This site is optimized with the 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