Do analysts prefer BF.A or DEO?

Diageo has a consensus price target of $106.25, indicating a potential upside of 14.39%. Given Diageo's stronger consensus rating and higher possible upside, analysts clearly believe Diageo is more favorable than Brown Forman. Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score Brown Forman 0 Sell rating(s) 0 Hold rating(s) 0 Buy rating(s) 0 Strong Buy rating(s) 0.00 Diageo 2 Sell rating(s) 4 Hold rating(s) 6 Buy rating(s) 0 Strong Buy rating(s) 2.33

Which has better valuation & earnings, BF.A or DEO?

Diageo has higher revenue and earnings than Brown Forman. Company Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio Brown Forman $3.93B 3.39 $715M $1.53 18.97 Diageo $19.64B 2.63 $1.74B N/A N/A

Does the media refer more to BF.A or DEO?

In the previous week, Diageo had 6 more articles in the media than Brown Forman. MarketBeat recorded 7 mentions for Diageo and 1 mentions for Brown Forman. Brown Forman's average media sentiment score of 0.67 beat Diageo's score of 0.33 indicating that Brown Forman is being referred to more favorably in the media. Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment Brown Forman 0 Very Positive mention(s) 1 Positive mention(s) 0 Neutral mention(s) 0 Negative mention(s) 0 Very Negative mention(s) Positive Diageo 1 Very Positive mention(s) 2 Positive mention(s) 1 Neutral mention(s) 2 Negative mention(s) 0 Very Negative mention(s) Neutral

Which has stronger valuation & earnings, DEO or BF.B?

Diageo has higher revenue and earnings than Brown-Forman. Company Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio Diageo $19.64B 2.63 $1.74B N/A N/A Brown-Forman $3.93B 3.31 $715M $1.53 18.55

Does the media favor DEO or BF.B?

In the previous week, Diageo had 6 more articles in the media than Brown-Forman. MarketBeat recorded 7 mentions for Diageo and 1 mentions for Brown-Forman. Diageo's average media sentiment score of 0.33 beat Brown-Forman's score of -0.59 indicating that Diageo is being referred to more favorably in the media. Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment Diageo 1 Very Positive mention(s) 2 Positive mention(s) 1 Neutral mention(s) 2 Negative mention(s) 0 Very Negative mention(s) Neutral Brown-Forman 0 Very Positive mention(s) 0 Positive mention(s) 1 Neutral mention(s) 0 Negative mention(s) 0 Very Negative mention(s) Negative

Which has preferable valuation and earnings, MGPI or DEO?

Diageo has higher revenue and earnings than MGP Ingredients. Company Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio MGP Ingredients $536.38M 0.72 -$107.81M -$11.26 N/A Diageo $19.64B 2.63 $1.74B N/A N/A

Does the media prefer MGPI or DEO?

In the previous week, Diageo had 6 more articles in the media than MGP Ingredients. MarketBeat recorded 7 mentions for Diageo and 1 mentions for MGP Ingredients. MGP Ingredients' average media sentiment score of 1.34 beat Diageo's score of 0.33 indicating that MGP Ingredients is being referred to more favorably in the media. Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment MGP Ingredients 1 Very Positive mention(s) 0 Positive mention(s) 0 Neutral mention(s) 0 Negative mention(s) 0 Very Negative mention(s) Positive Diageo 1 Very Positive mention(s) 2 Positive mention(s) 1 Neutral mention(s) 2 Negative mention(s) 0 Very Negative mention(s) Neutral

Which has preferable earnings & valuation, AMSS or DEO?

Diageo has higher revenue and earnings than Amass Brands. Company Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio Amass Brands N/A N/A N/A N/A N/A Diageo $19.64B 2.63 $1.74B N/A N/A

Is AMSS or DEO more profitable?

Company Net Margins Return on Equity Return on Assets Amass Brands N/A N/A N/A Diageo N/A N/A N/A

Does the media prefer AMSS or DEO?

In the previous week, Diageo had 5 more articles in the media than Amass Brands. MarketBeat recorded 7 mentions for Diageo and 2 mentions for Amass Brands. Amass Brands' average media sentiment score of 0.36 beat Diageo's score of 0.33 indicating that Amass Brands is being referred to more favorably in the media. Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment Amass Brands 0 Very Positive mention(s) 0 Positive mention(s) 1 Neutral mention(s) 0 Negative mention(s) 0 Very Negative mention(s) Neutral Diageo 1 Very Positive mention(s) 2 Positive mention(s) 1 Neutral mention(s) 2 Negative mention(s) 0 Very Negative mention(s) Neutral

Do analysts recommend WVVI or DEO?

Diageo has a consensus price target of $106.25, indicating a potential upside of 14.39%. Given Diageo's stronger consensus rating and higher possible upside, analysts clearly believe Diageo is more favorable than Willamette Valley Vineyards. Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score Willamette Valley Vineyards 1 Sell rating(s) 0 Hold rating(s) 0 Buy rating(s) 0 Strong Buy rating(s) 1.00 Diageo 2 Sell rating(s) 4 Hold rating(s) 6 Buy rating(s) 0 Strong Buy rating(s) 2.33

Which has higher earnings & valuation, WVVI or DEO?

Diageo has higher revenue and earnings than Willamette Valley Vineyards. Company Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio Willamette Valley Vineyards $37.20M 0.30 -$920K -$0.92 N/A Diageo $19.64B 2.63 $1.74B N/A N/A

Does the media prefer WVVI or DEO?

In the previous week, Diageo had 6 more articles in the media than Willamette Valley Vineyards. MarketBeat recorded 7 mentions for Diageo and 1 mentions for Willamette Valley Vineyards. Diageo's average media sentiment score of 0.33 beat Willamette Valley Vineyards' score of -0.57 indicating that Diageo is being referred to more favorably in the news media. Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment Willamette Valley Vineyards 0 Very Positive mention(s) 0 Positive mention(s) 1 Neutral mention(s) 0 Negative mention(s) 0 Very Negative mention(s) Negative Diageo 1 Very Positive mention(s) 2 Positive mention(s) 1 Neutral mention(s) 2 Negative mention(s) 0 Very Negative mention(s) Neutral

Diageo (DEO) Competitors

$92.88 +1.90 (+2.09%)

Closing price 08/19/2026 03:59 PM Eastern

Extended Trading

$94.05 +1.17 (+1.26%)

As of 08/19/2026 07:49 PM Eastern

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DEO vs. BF.A, BF.B, MGPI, AMSS, and WVVI

Should you buy Diageo stock or one of its competitors? Diageo's main competitors and comparable companies include Brown Forman (BF.A), Brown-Forman (BF.B), MGP Ingredients (MGPI), Amass Brands (AMSS), and Willamette Valley Vineyards (WVVI). Companies are selected based on similarities in market, industry, and size. These companies are all part of the "distillers & vintners" industry.

How does Diageo compare to Brown Forman?

Brown Forman (NYSE:BF.A) and Diageo (NYSE:DEO) are both large-cap consumer staples companies, but which is the better business? We will contrast the two companies based on the strength of their earnings, risk, analyst recommendations, dividends, institutional ownership, valuation, profitability and media sentiment.

Brown Forman has a net margin of 18.20% compared to Diageo's net margin of 0.00%. Brown Forman's return on equity of 17.63% beat Diageo's return on equity.

Company	Net Margins	Return on Equity	Return on Assets
Brown Forman	18.20%	17.63%	8.78%
Diageo	N/A	N/A	N/A

In the previous week, Diageo had 6 more articles in the media than Brown Forman. MarketBeat recorded 7 mentions for Diageo and 1 mentions for Brown Forman. Brown Forman's average media sentiment score of 0.67 beat Diageo's score of 0.33 indicating that Brown Forman is being referred to more favorably in the media.

Company	Very Positive	Positive	Neutral	Negative	Very Negative	Overall Sentiment
Brown Forman	0 Very Positive mention(s)	1 Positive mention(s)	0 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Positive
Diageo	1 Very Positive mention(s)	2 Positive mention(s)	1 Neutral mention(s)	2 Negative mention(s)	0 Very Negative mention(s)	Neutral

Diageo has a consensus price target of $106.25, indicating a potential upside of 14.39%. Given Diageo's stronger consensus rating and higher possible upside, analysts clearly believe Diageo is more favorable than Brown Forman.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Brown Forman	0 Sell rating(s)	0 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	0.00
Diageo	2 Sell rating(s)	4 Hold rating(s)	6 Buy rating(s)	0 Strong Buy rating(s)	2.33

Brown Forman has a beta of 0.32, indicating that its share price is 68% less volatile than the broader market. Comparatively, Diageo has a beta of 0.53, indicating that its share price is 47% less volatile than the broader market.

Diageo has higher revenue and earnings than Brown Forman.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Brown Forman	$3.93B	3.39	$715M	$1.53	18.97
Diageo	$19.64B	2.63	$1.74B	N/A	N/A

Brown Forman pays an annual dividend of $0.92 per share and has a dividend yield of 3.2%. Diageo pays an annual dividend of $1.52 per share and has a dividend yield of 1.6%. Brown Forman pays out 60.1% of its earnings in the form of a dividend.

3.8% of Brown Forman shares are held by institutional investors. Comparatively, 9.0% of Diageo shares are held by institutional investors. 4.1% of Brown Forman shares are held by company insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a stock is poised for long-term growth.

Summary

Diageo beats Brown Forman on 9 of the 16 factors compared between the two stocks.

How does Diageo compare to Brown-Forman?

Diageo (NYSE:DEO) and Brown-Forman (NYSE:BF.B) are both large-cap consumer staples companies, but which is the better business? We will contrast the two companies based on the strength of their valuation, earnings, analyst recommendations, institutional ownership, dividends, profitability, media sentiment and risk.

Diageo presently has a consensus target price of $106.25, indicating a potential upside of 14.39%. Brown-Forman has a consensus target price of $26.20, indicating a potential downside of 7.67%. Given Diageo's stronger consensus rating and higher probable upside, equities analysts clearly believe Diageo is more favorable than Brown-Forman.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Diageo	2 Sell rating(s)	4 Hold rating(s)	6 Buy rating(s)	0 Strong Buy rating(s)	2.33
Brown-Forman	3 Sell rating(s)	7 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.70

In the previous week, Diageo had 6 more articles in the media than Brown-Forman. MarketBeat recorded 7 mentions for Diageo and 1 mentions for Brown-Forman. Diageo's average media sentiment score of 0.33 beat Brown-Forman's score of -0.59 indicating that Diageo is being referred to more favorably in the media.

Company	Very Positive	Positive	Neutral	Negative	Very Negative	Overall Sentiment
Diageo	1 Very Positive mention(s)	2 Positive mention(s)	1 Neutral mention(s)	2 Negative mention(s)	0 Very Negative mention(s)	Neutral
Brown-Forman	0 Very Positive mention(s)	0 Positive mention(s)	1 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Negative

Brown-Forman has a net margin of 18.20% compared to Diageo's net margin of 0.00%. Brown-Forman's return on equity of 17.63% beat Diageo's return on equity.

Company	Net Margins	Return on Equity	Return on Assets
Diageo	N/A	N/A	N/A
Brown-Forman	18.20%	17.63%	8.78%

Diageo pays an annual dividend of $1.52 per share and has a dividend yield of 1.6%. Brown-Forman pays an annual dividend of $0.92 per share and has a dividend yield of 3.2%. Brown-Forman pays out 60.1% of its earnings in the form of a dividend.

Diageo has a beta of 0.53, suggesting that its stock price is 47% less volatile than the broader market. Comparatively, Brown-Forman has a beta of 0.34, suggesting that its stock price is 66% less volatile than the broader market.

9.0% of Diageo shares are owned by institutional investors. Comparatively, 34.7% of Brown-Forman shares are owned by institutional investors. 2.7% of Brown-Forman shares are owned by insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a company is poised for long-term growth.

Diageo has higher revenue and earnings than Brown-Forman.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Diageo	$19.64B	2.63	$1.74B	N/A	N/A
Brown-Forman	$3.93B	3.31	$715M	$1.53	18.55

Summary

Diageo beats Brown-Forman on 9 of the 16 factors compared between the two stocks.

How does Diageo compare to MGP Ingredients?

MGP Ingredients (NASDAQ:MGPI) and Diageo (NYSE:DEO) are both consumer staples companies, but which is the superior business? We will contrast the two companies based on the strength of their analyst recommendations, risk, earnings, dividends, media sentiment, institutional ownership, valuation and profitability.

MGP Ingredients pays an annual dividend of $0.48 per share and has a dividend yield of 2.7%. Diageo pays an annual dividend of $1.52 per share and has a dividend yield of 1.6%. MGP Ingredients pays out -4.3% of its earnings in the form of a dividend.

Diageo has higher revenue and earnings than MGP Ingredients.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
MGP Ingredients	$536.38M	0.72	-$107.81M	-$11.26	N/A
Diageo	$19.64B	2.63	$1.74B	N/A	N/A

77.1% of MGP Ingredients shares are owned by institutional investors. Comparatively, 9.0% of Diageo shares are owned by institutional investors. 31.7% of MGP Ingredients shares are owned by company insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a company will outperform the market over the long term.

Diageo has a net margin of 0.00% compared to MGP Ingredients' net margin of -48.08%. MGP Ingredients' return on equity of 7.41% beat Diageo's return on equity.

Company	Net Margins	Return on Equity	Return on Assets
MGP Ingredients	-48.08%	7.41%	4.32%
Diageo	N/A	N/A	N/A

MGP Ingredients presently has a consensus target price of $27.25, indicating a potential upside of 50.80%. Diageo has a consensus target price of $106.25, indicating a potential upside of 14.39%. Given MGP Ingredients' higher possible upside, equities analysts clearly believe MGP Ingredients is more favorable than Diageo.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
MGP Ingredients	1 Sell rating(s)	2 Hold rating(s)	3 Buy rating(s)	0 Strong Buy rating(s)	2.33
Diageo	2 Sell rating(s)	4 Hold rating(s)	6 Buy rating(s)	0 Strong Buy rating(s)	2.33

MGP Ingredients has a beta of 0.47, suggesting that its share price is 53% less volatile than the broader market. Comparatively, Diageo has a beta of 0.53, suggesting that its share price is 47% less volatile than the broader market.

In the previous week, Diageo had 6 more articles in the media than MGP Ingredients. MarketBeat recorded 7 mentions for Diageo and 1 mentions for MGP Ingredients. MGP Ingredients' average media sentiment score of 1.34 beat Diageo's score of 0.33 indicating that MGP Ingredients is being referred to more favorably in the media.

Company	Very Positive	Positive	Neutral	Negative	Very Negative	Overall Sentiment
MGP Ingredients	1 Very Positive mention(s)	0 Positive mention(s)	0 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Positive
Diageo	1 Very Positive mention(s)	2 Positive mention(s)	1 Neutral mention(s)	2 Negative mention(s)	0 Very Negative mention(s)	Neutral

Summary

MGP Ingredients beats Diageo on 8 of the 15 factors compared between the two stocks.

How does Diageo compare to Amass Brands?

Amass Brands (NASDAQ:AMSS) and Diageo (NYSE:DEO) are both consumer staples companies, but which is the better business? We will contrast the two businesses based on the strength of their valuation, dividends, media sentiment, analyst recommendations, risk, institutional ownership, profitability and earnings.

Amass Brands presently has a consensus price target of $7.00, indicating a potential upside of 660.87%. Diageo has a consensus price target of $106.25, indicating a potential upside of 14.39%. Given Amass Brands' stronger consensus rating and higher possible upside, equities research analysts plainly believe Amass Brands is more favorable than Diageo.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Amass Brands	0 Sell rating(s)	0 Hold rating(s)	1 Buy rating(s)	0 Strong Buy rating(s)	3.00
Diageo	2 Sell rating(s)	4 Hold rating(s)	6 Buy rating(s)	0 Strong Buy rating(s)	2.33

9.0% of Diageo shares are owned by institutional investors. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a company is poised for long-term growth.

In the previous week, Diageo had 5 more articles in the media than Amass Brands. MarketBeat recorded 7 mentions for Diageo and 2 mentions for Amass Brands. Amass Brands' average media sentiment score of 0.36 beat Diageo's score of 0.33 indicating that Amass Brands is being referred to more favorably in the media.

Company	Very Positive	Positive	Neutral	Negative	Very Negative	Overall Sentiment
Amass Brands	0 Very Positive mention(s)	0 Positive mention(s)	1 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Neutral
Diageo	1 Very Positive mention(s)	2 Positive mention(s)	1 Neutral mention(s)	2 Negative mention(s)	0 Very Negative mention(s)	Neutral

Diageo has higher revenue and earnings than Amass Brands.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Amass Brands	N/A	N/A	N/A	N/A	N/A
Diageo	$19.64B	2.63	$1.74B	N/A	N/A

Company	Net Margins	Return on Equity	Return on Assets
Amass Brands	N/A	N/A	N/A
Diageo	N/A	N/A	N/A

Summary

Diageo beats Amass Brands on 4 of the 7 factors compared between the two stocks.

How does Diageo compare to Willamette Valley Vineyards?

Willamette Valley Vineyards (NASDAQ:WVVI) and Diageo (NYSE:DEO) are both consumer staples companies, but which is the better investment? We will compare the two businesses based on the strength of their profitability, earnings, analyst recommendations, valuation, institutional ownership, dividends, risk and media sentiment.

Willamette Valley Vineyards has a beta of 0.2, suggesting that its share price is 80% less volatile than the broader market. Comparatively, Diageo has a beta of 0.53, suggesting that its share price is 47% less volatile than the broader market.

12.2% of Willamette Valley Vineyards shares are owned by institutional investors. Comparatively, 9.0% of Diageo shares are owned by institutional investors. 9.1% of Willamette Valley Vineyards shares are owned by insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a company will outperform the market over the long term.

Diageo has a net margin of 0.00% compared to Willamette Valley Vineyards' net margin of -5.93%. Diageo's return on equity of 0.00% beat Willamette Valley Vineyards' return on equity.

Company	Net Margins	Return on Equity	Return on Assets
Willamette Valley Vineyards	-5.93%	-10.31%	-2.11%
Diageo	N/A	N/A	N/A

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Willamette Valley Vineyards	1 Sell rating(s)	0 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.00
Diageo	2 Sell rating(s)	4 Hold rating(s)	6 Buy rating(s)	0 Strong Buy rating(s)	2.33

Diageo has higher revenue and earnings than Willamette Valley Vineyards.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Willamette Valley Vineyards	$37.20M	0.30	-$920K	-$0.92	N/A
Diageo	$19.64B	2.63	$1.74B	N/A	N/A

In the previous week, Diageo had 6 more articles in the media than Willamette Valley Vineyards. MarketBeat recorded 7 mentions for Diageo and 1 mentions for Willamette Valley Vineyards. Diageo's average media sentiment score of 0.33 beat Willamette Valley Vineyards' score of -0.57 indicating that Diageo is being referred to more favorably in the news media.

Company	Very Positive	Positive	Neutral	Negative	Very Negative	Overall Sentiment
Willamette Valley Vineyards	0 Very Positive mention(s)	0 Positive mention(s)	1 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Negative
Diageo	1 Very Positive mention(s)	2 Positive mention(s)	1 Neutral mention(s)	2 Negative mention(s)	0 Very Negative mention(s)	Neutral

Summary

Diageo beats Willamette Valley Vineyards on 12 of the 14 factors compared between the two stocks.

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New MarketBeat Followers Over Time

This chart shows the number of new MarketBeat users adding DEO and its top 5 competitors to their watchlist. Each company is represented with a line over a 90 day period.

Media Sentiment Over Time

This chart shows the average media sentiment of NYSE and its competitors over the past 90 days as caculated by MarketBeat. The averaged score is equivalent to the following: Very Negative Sentiment <= -1.5, Negative Sentiment > -1.5 and <= -0.5, Neutral Sentiment > -0.5 and < 0.5, Positive Sentiment >= 0.5 and < 1.5, and Very Positive Sentiment >= 1.5.

DEO vs. The Competition

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Metric	Diageo	Beverages Industry	Consumer Staples Sector	NYSE Exchange
Market Cap	$50.64B	$22.72B	$15.96B	$24.19B
Dividend Yield	1.67%	2.62%	3.22%	3.73%
P/E Ratio	N/A	17.47	13.35	29.99
Price / Sales	2.63	31.11	262,949.23	20.89
Price / Cash	9.42	17.85	57.44	31.97
Price / Book	3.92	4.01	4.50	6.84
Net Income	$1.74B	$911.45M	$834.02M	$1.07B
7 Day Performance	-2.29%	1.81%	0.22%	-0.57%
1 Month Performance	9.49%	1.05%	1.23%	2.97%
1 Year Performance	-19.50%	-6.88%	13.65%	18.26%

Diageo Competitors List

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Company	MarketRank	Share Price	Analysts' Price Target	1Y Price Performance	Market Cap	Revenue	P/E Ratio	Employee Count	Indicator(s)
DEO Diageo	2.7186 of 5 stars	$92.88 +2.1%	$106.25 +14.4%	-18.5%	$50.64B	$19.64B	N/A	29,860	Dividend Announcement
BF.A Brown Forman	N/A	$28.99 +1.3%	N/A	-5.4%	$13.33B	$3.93B	18.95	4,800	Negative News
BF.B Brown-Forman	1.4193 of 5 stars	$28.53 +0.9%	$26.20 -8.2%	-7.2%	$13.09B	$3.93B	18.65	4,900
MGPI MGP Ingredients	4.6045 of 5 stars	$17.53 +1.2%	$27.25 +55.4%	-38.3%	$375.39M	$536.38M	N/A	690
AMSS Amass Brands	N/A	$1.15 +1.8%	$7.00 +508.7%	N/A	$13.14M	N/A	N/A	25	Earnings Report Gap Down

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This page (NYSE:DEO) was last updated on 8/20/2026 by MarketBeat.com Staff.

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Diageo (DEO) Competitors