No Moss

Diageo: The Coca-Cola of the Alcoholic Beverage Industry?

Good comments on Diageo. You capture the essence of Diageo, that is, unmatched stable of brands and unmatched scale of marketing and distribution. The marketing leverage comes from the fact that their marketing and distribution infrastructure is scalable, that is, it doesn't add a lot of expense to take on another brand. You can see the benefit to Diageo and the mannufacturing company in their recent agreement with Grand Marnier.

You can see a direct relationship between Diageo and the British Pound. Intuitively, the stock should benefit from the fall of the British pound in the last year (and vice versa for its recent rise). However, the stock is widely held internationally, so in fact it seems to fall on the Pound's weakness and rise on its strength.

Try comparing a chart of the British Pound to the price of the stock over the last year.

You don't mention how you arrived at the value of $64. I'd be surprised if the stock remained in the sixties once the growth in volume resumes, and I expect that to be the case this year (fiscal year ending June 30th, 2010). You have to remember that fiscal year 2009 coincided with the worst recession in modern memory.

You might want to check the spelling of Ketel One.