Diageo shares slide on profit warning after weak Chinese demand

Diageo Reports Decline in Sales and Profit Outlook

Diageo reported net sales of $4.9 billion for the quarter ending in September, marking a 2.2% decline compared to the previous year. Shares of the FTSE 100 drinks giant dropped following weaker demand in China and the US, which impacted sales and profit forecasts.

Profit and Sales Guidance Lowered

The group updated its operating profit growth projection to a low to mid single-digit increase for the year ending June 2026, down from mid single-digit growth previously anticipated. Additionally, Diageo now expects sales to decline compared to 2025, revising earlier expectations of flat sales.

Factors Behind the Downgrade

Diageo, known for brands such as Guinness and Johnnie Walker, attributed the weaker outlook primarily to “ the adverse impact from Chinese white spirits and a weaker US consumer environment than planned for.”

The company also indicated it anticipates a $200 million (£153 million) impact from US tariffs imposed by President Donald Trump.

“We are not satisfied with our current performance and are focused on what we can manage and control; acting with speed to drive efficiencies, prioritising investment and adapting more quickly to an evolving consumer environment,” said interim chief executive Nik Jhangiani.

Market Reaction and Analyst Comments

Shares dropped 2.8% to 1747p early on Thursday. Adam Vettese, market analyst at eToro, commented:

“Diageo’s latest update reveals a somewhat concerning outlook with some signs of resilience but also significant headwinds, and a cut in forecast being the main talking point. While there was a steady performance in Europe, the slowdown in the US and China poses a real challenge.”

Summary: Diageo has lowered its sales and profit forecasts due to weak demand in China and the US, facing challenges from tariffs and changing consumer dynamics, resulting in a share price decline.

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City AM City AM — 2025-11-06

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