{"id":142822,"date":"2026-02-25T17:50:18","date_gmt":"2026-02-25T16:50:18","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=142822"},"modified":"2026-02-25T17:50:20","modified_gmt":"2026-02-25T16:50:20","slug":"diageo-meteen-op-het-kapblok-van-drastische-dave","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/diageo-meteen-op-het-kapblok-van-drastische-dave\/","title":{"rendered":"Diageo meteen op het kapblok van &#8220;Drastische Dave&#8221;"},"content":{"rendered":"\n<p>De Britse drankenreus <strong>Diageo<\/strong>, bekend van merken als Johnnie Walker, Guinness en Smirnoff, staat voor een turbulente periode. Nieuwe CEO Dave Lewis \u2013 bijgenaamd &#8220;Drastische Dave&#8221; vanwege zijn reputatie als hervormer \u2013 kondigde vandaag een forse verlaging van de jaarprognose aan.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">VS en China als zwakke schakels<\/h2>\n\n\n\n<p>Diageo rapporteerde over de eerste helft van het boekjaar 2026 een omzetdaling van 4% tot 10,5 miljard dollar (9,7 miljard euro), terwijl de organische omzet met 2,8% kromp. De operationele winst daalde met 1,2% tot 3,1 miljard dollar (2,9 miljard euro). <\/p>\n\n\n\n<p>De grootste pijnpunten zijn de Verenigde Staten en China, waar de vraag naar sterke drank onder druk staat. In de VS, goed voor bijna 40% van de omzet, daalde de omzet met 6,8%, vooral door een terugval van 23% in de tequilaverkoop. In Azi\u00eb zakte de omzet met 11,1%, voornamelijk door tegenvallende verkopen van Chinese witte sterke drank.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Doel: goedkopere dranken<\/h2>\n\n\n\n<p>Lewis, die eerder succesvolle hervormingen doorvoerde bij Tesco en Unilever, kondigde aan dat Diageo zich meer zal richten op betaalbare sterke dranken, waar het bedrijf momenteel ondervertegenwoordigd is. Daarnaast wil hij de prijzen van sommige merken verlagen en de klantenservice verbeteren, die volgens hem in sommige gevallen &#8220;zeer slecht&#8221; is. <\/p>\n\n\n\n<p>Ook wordt gekeken naar mogelijke verkoop van activa om de schuldenlast verder te verminderen. Lewis benadrukte dat het bedrijf financi\u00eble ruimte nodig heeft om de schuldenlast te verlagen, die sinds 2017 is verdubbeld en nu 3,4 keer de aangepaste operationele winst bedraagt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Onpopulaire maatregelen<\/h2>\n\n\n\n<p>Voor het volledige boekjaar 2026 verwacht Diageo nu een daling van de autonome omzet met 2 tot 3%, een scherpe bijstelling ten opzichte van eerdere verwachtingen van een vlakke tot licht lagere omzet. De autonome operationele winst zal vergelijkbaar zijn met die van een jaar eerder of in het beste geval met enkele procenten stijgen. <\/p>\n\n\n\n<p>Ook in het uitgekeerde dividend zet de nieuwe CEO flink het mes. Hij beseft dat hij zich daarmee niet populair maakt, maar benadrukt dat hij pas echt beoordeeld kan worden wanneer hij zijn volledige strategie ontvouwt, wat naar verwachting in het derde kwartaal zal gebeuren.<\/p>\n\n\n\n<p>De aankondigingen zorgen alvast voor een schokgolf door de sector. Analisten reageren gemengd: sommigen zien de maatregelen als logisch en noodzakelijk, terwijl anderen wijzen op de omvang van de uitdagingen. &#8220;Dit zijn rampzalige resultaten en <a href=\"https:\/\/www.reuters.com\/world\/china\/diageo-cuts-annual-sales-forecast-dividend-us-demand-falters-2026-02-25\/\">het herstelwerk is enorm<\/a>,&#8221; aldus Dan Coatsworth, hoofd markten bij AJ Bell, tegenover Reuters.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De Britse drankenreus Diageo, bekend van merken als Johnnie Walker, Guinness en Smirnoff, staat voor een turbulente periode. Nieuwe CEO Dave Lewis \u2013 bijgenaamd &#8220;Drastische Dave&#8221; vanwege zijn reputatie als hervormer \u2013 kondigde vandaag een forse verlaging van de jaarprognose aan.<\/p>\n","protected":false},"author":5,"featured_media":122901,"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],"tags":[418],"people":[],"extra":[43],"company":[396],"topic":[88,1222],"region":[283],"class_list":["post-142822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-sterkedrank","extra-plus","company-diageo","topic-bedrijfsresultaten","topic-herstructurering","region-verenigd-koninkrijk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Diageo meteen op het 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