“It’s done very well for us,” he says, but his recovery plan also envisages some price adjustments. The future for Guinness [which now makes up about 12% of group sales] is “very bright”. The US market is critical to Diageo, accounting for more than 35% of its global sales. And notably Lewis points out that not one of O’Keefe’s plans for the US market involves crude price cuts. Related newsDiageo targets US$1bn in savings as Dave Lewis unveils turnaround planIndia halts sales of Diageo and Inbrew spirits over flavouring concernsDiageo's India unit reports 52% leap in quarterly profit