Diageo has been named the 2025 Most Improved Supplier of the Year at the Australian Drinks Awards, reflecting a year of strong progress across planning, execution and customer alignment.
The award is presented to the supplier with the most improved performance in the annual Advantage Engagement Program survey, which gathers detailed feedback from retailers and wholesalers across the liquor industry.
A standout year of transformation
2025 marked a strong return to form for Diageo, with the trade recognising improvement across a range of competencies. Retailers noted stronger alignment and more consistent delivery from customer teams, particularly in planning and collaboration.
During her acceptance speech, Nicole Dennis, Commercial Director at Diageo, thanked the trade partners for their support:
“Thank you for your partnerships. Thank you for your belief. Thank you for your always constructive and regular feedback that keeps us honest. Thank you for your belief in what we bring to market, the ambition that we have and for partnering with us.”
According to the Advantage report, Diageo has delivered meaningful gains in customer relationships, executional support and innovation. The supplier’s insights and category strategies were highlighted as a key strength, with trade partners calling out “some of the strongest innovation in years.”
The award also reflects Diageo’s investment in more agile ways of working, clearer communication and a strengthened ability to support trade partners in a dynamic and changing market.
“Diageo improved their Advantage Score by an impressive 23 points this year to be easily the most improved supplier,” shared Steve Andrews, Advantage Group Managing Director. “This is a meaningful step back towards the usually high placings Diageo have been famous for over the last 15 years.”
The Most Improved Supplier of the Year award was sponsored by Australian Liquor Marketers (ALM).
“ALM is proud to return as sponsor of the Most Improved Supplier of the Year Award in 2025. This award celebrates those suppliers who have listened, adapted and delivered, strengthening their commercial relationships through clear planning and measurable improvements across all areas of execution,” said Katherine Johnstone, General Manager Northern Region, Australian Liquor Marketers.
Building momentum
Diageo’s uplift was seen across all trade channels, with independent customers reporting improved service and communication, and national retailers acknowledging greater agility and responsiveness from the business.
As trust is rebuilt and momentum continues, Diageo is well placed to carry this improvement into the next year.
“Over the last 12 months, we made a commitment to customer centricity and to being bolder, faster and more agile,” added Nicole during her awards acceptance speech. “It doesn’t matter what part of the business you’re in – if you’re in Bundaberg in the distillery or at any of our offices around the country - this win will give us confidence that we’re absolutely making the right progress and we’re on the right track.”
In addition to the Most Improved Supplier of the Year title, Diaego also took home three of the refreshed brand awards, one in each category – Most Reputable Brand, Best New Product Innovation and Best Brand Campaign. In total, 34 awards were handed out at the 13th Annual Australian Drinks Awards, hosted by Edwina Bartholomew. The awards recognise achievement and excellence in the drinks industry, including Supplier of the Year, Most Improved Supplier of the Year, Category Management and Supply Chain Management.
The Drinks Association congratulates its Category One Member, Diageo, on winning the 2025 Most Improved Supplier of the Year Award.
ALM is a Category One Member of the Drinks Association.
The Drinks Association would like to thank its generous sponsors for this year’s event.
