DEO - Expanding Its Premium Assortment Can Drive Growth For Diageo

• Diageo's U.S. business has held up well so far on increased off-premise consumption, but a recent resumption of market share loss is a concern even as the spirits category grows.
• Diageo continues to invest considerable resources into improving its premium product portfolio, both through product/brand line extensions like White Walker whiskey and acquisitions like Aviation Gin.
• Diageo has been a long-term underperformer in the category, but the share price still reflects a pretty significant quality premium.

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