A partnership with vision: MercaSID and Diageo celebrate ten years of commercial transcendence
31 de March, 2025
The British multinational Diageo reaffirmed its confidence in the Dominican market, which today represents nearly 40% of its sales in the Caribbean and Central America. The company has highlighted the importance of its commercial partner MercaSID for the positioning of the Dominican Republic as a reference in the region, being a strategic pillar for its regional growth, with an outstanding performance in the premium beverage category. This important celebration was attended by Debra Crew, CEO of Diageo, who visited us for the first time to support, in the framework of the 10th anniversary, the successful alliance with MercaSID, a collaboration that has transformed the landscape of beverage consumption in the country and consolidated the island as a regional benchmark. “In the Dominican Republic, we not only sell products, but we become part of the people’s story. We will continue to support this market, promoting initiatives that generate a positive impact and strengthen our bond with the community hand in hand with our commercial partner MercaSID,” said Debra Crew, CEO of Diageo. For her part, Ligia Bonetti, executive president of Grupo SID, emphasized: “This visit is a reaffirmation of our mutual commitment and a common long-term vision. At Grupo SID, we believe that great alliances are built on shared purpose and courageous decisions. We are ready to continue growing, innovating and leading, together with you, in a rapidly evolving market that demands more responsibility, creativity and passion”. Thanks to the alliance with MercaSID, Diageo has a portfolio of highly recognized global brands, including Johnnie Walker, Buchanan’s, Old Parr, Smirnoff, Don Julio and Baileys, all with a strong presence in the Dominican market. While José Miguel Bonetti, executive vice president of Grupo SID, emphasized: “Our business has octupled since its inception, however, it is not only about numbers, we have left footprints in our society, promoting responsible consumption, making the industry more competitive and promoting a development that impacts everyone. Because we know that the true legacy is not only measured in sales, but in the positive impact we leave on our people and their environment. An important moment of this meeting was the recognition that Debra Crew, CEO of Diageo, gave to Ligia Bonetti, executive president of Grupo SID and Jose Miguel Bonetti Du-Breil, executive vice president of MercaSID, for their dedication and commitment, reinforcing Diageo’s link with the business group and the region, highlighting the key role played by the Dominican Republic and Latin America in its growth strategy, driven by innovation, resilience and diversity. Álvaro Cárdenas, Diageo’s president for Latin America and the Caribbean, also highlighted the importance of the local market: “The Dominican Republic is a fundamental pillar for Diageo in Latin America and the Caribbean. We began our history in this market 23 years ago, and today it represents close to 40% of our sales in the Caribbean and Central America. It is a key country for our growth, and we deeply value the trust and preference of Dominican consumers.” Beyond the commercial side, the company has been an active presence in Dominican social development. Its Smashed educational program has impacted more than 200,000 young people in responsible alcohol consumption. Learning for Life has provided training to close to 10,000 people, prioritizing women and vulnerable communities. In sustainability, we have recycled more than 630 tons of glass, and implemented the use of reusable packaging with ecoSPIRITS to reduce our environmental footprint. With a decade of shared success, Diageo and MercaSID look to the future with a renewed commitment to quality, sustainability and social development. DIAGEO is one of the world’s leading premium spirits companies, with a diverse and recognized portfolio that includes iconic brands such as Johnnie Walker, Guinness, Tanqueray, Smirnoff, Baileys, Don Julio and Buchanan’s, among many others. Present in more than 180 countries, the company combines a strong heritage with constant innovation, leading the industry in sustainability, responsibility and diversity. Through its “Celebrate life, every day, everywhere” approach, DIAGEO seeks to create a positive impact in the communities where it operates, promoting responsible consumption and committing to sustainable practices throughout its value chain.
