@Land_of_the_losers I agree with you enough to have put money there in the last few months, then done it again as the price dropped.

Its not a totally safe bet and part of me is uneasy about it in that it is essentially selling overpriced poison. These premium brands do not present real value they are just part of the emperor's new clothes -its just poison in shiny bottles. But I have bought in anyway. That lets me give my misgivings with fair balance.

What makes me uneasy is that an old pal of mine was recently made redundant by Pernod -Diageo's rival. They were cost cutting. The premiumisation thing didn't bring as much profit as they hoped. My pal suspects that the whisky bubble may burst soon. He suspects truly premium -not overvalued stuff or dressed up poor quality stuff will be ok. This does represent some of diageo -like their premium distilleries. I have cases of Lagavulin 16 and Talsiker 18 bought in 2021 when Diageo's premiumisation thing was a whisper. I bought them before they raised the prices. I hope to sell them for a good profit but I am not certain. Then there is stuff like Guinness, Smirnoff and captain morgan. Its not really anything special, its a good name kept good by a lot of expensive advertising. The rich will (hopefully) continue to buy Talisker 18 year old to sip while they view their red stag trophies, even if they stop paying silly money for Macallan but the ordinary people might buy a generic stout, vodka or rum for a piss up if they get hit too hard by taxes to feed big state in coming years.

A long term head stepped down with Diageo and if I remember right they appointed a woman. That was disappointing.

Lets hope we are both right with Diageo. People like poison and Diageo serve it up with style. So long as they remain rich and dumb enough to buy it, Diageo is a sound undervalued business.