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Chief Financial Officer Nick Rose said that he was confident that the company's core premium brands would not suffer long-term from the economic downturn, saying that the recent tendency of consumers to seek out value brands had been overstated. "The question that we are often being asked is: Is the basic business model of premiumisation over? We feel very strongly that it isn't," Rose told reporters on a conference call. "Although we are not shouting about the green shoots as aggressively as some people are, we would say that the worst is over." The so-called premium sector includes brands that retail for around $10 a bottle in the United States, such as Diageo's Smirnoff and Ketel One vodkas and Captain Morgan rum. Super-premium brands start at $20, with the ultra-premium sector ranging from $50-100. Rose also said that he did not expect to see further significant destocking, which had a heavy effect in the first few months of 2009. Diageo, which also makes Baileys liqueur and Gordon's gin, said that growth in spirits offset a weakness in wine and beer sales in its key U.S. market over the year. While volumes were flat, U.S. sales rose 1 percent and Rose said he expects North America to remain "very resilient." The international division was a major contributor to the company's earnings report, with continued growth in Africa and increases in Latin America driving net sales growth of 7 percent, despite a 4 percent drop in volumes. Guinness stout was a star performer, with sales up 15 percent. In Europe, volumes fell 6 percent and net sales were down 5 percent. Spain and Ireland were particularly impacted by the worsening economic environment. The company's Asia Pacific region was the worst performer. Volumes were down 11 percent and sales down 4 percent due to trade de-stocking and a decline in sales of ready-to-drink products in Australia after an increase in alcohol tax.
[Associated
Press;
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