FRESH EXPRESSIONS

JOHN O'KEEFFE, Diageo's president of Asia Pacific, global travel and India, talks about the British beverage company's appeal to the middle class and millennials.

- JOSEPH LOW

Even if British beverage giant Diageo is a name unfamiliar to many, the spirits they carry are not - if you've ever had a swig of top-shelf whiskies like Johnnie Walker, Talisker or Lagavulin, a crisp pour of Tanqueray gin or even a comforting Guinness after a long day, it is thanks to the efforts of a well-oiled team that get premium liquids from their distillers all over the world and into the hands of the consumers.

In this part of the world, a growing middle class - both in terms of size and sophistication - is what Diageo's recently appointed president, Asia Pacific, global travel and India John O'Keeffe needs to consider as he formulates a clear strategy for the company to further develop its reach and stay ahead of the curve.

In this quick take with Prestige Singapore, he talks about the tailormade approach to tackle this young, digitally savvy consumer bloc, the role sustainability plays in building a solid base and how these initiatives tie into raising the profile of the Asia Pacific and India market.

It must have been a busy three months since you joined the Asia Pacific and India team. What has been like to match Diageo's portfolio to this vibrant market?

With a diverse and rich portfolio of more than 200 brands across spirits and beer, we are constantly evolving and adapting to trends across our 180 markets around the world and are well-placed to seize new opportunities and attract new and increasingly sophisticated consumers across the APAC region. We have a breadth of brands that has something for every taste, preference and celebration.

APAC is also a young, digitally savvy region, isn't it?