Orient Magazine Issue 66 - May 2018 | Page 37

Orient - The Official Magazine of the British Chamber of Commerce Singapore - Issue 66 May 2018 - Page 37

(contd.) IN FOCUS INTERVIEW WITH THE EDITOR: SAM FISCHER, PRESIDENT, GREATER CHINA & ASIA, DIAGEO
By Lucy Haydon

The Asia region now accounts for 1/3 of global alcohol consumption and 20% of Diageo's net sales. In this issue's InFocus interview, President of the region, Sam Fischer, talks to me about market entry, showcasing their proud brand stories and heritage, creating bespoke experiences to meet demand, and Diageo's outstanding gender diversity achievements.