# FTSE 100 firm said buoyant demand for Guinness in the UK and Ireland helped drive a rise in sales in Europe.

*business · news · 2026-05-06 · LBC*

## Key points

- Diageo's organic sales increased by 0.3% in Q1 2024, against analyst expectations of a decline.
- High single-digit sales declines in North America were offset by strong growth in Europe, LAC, and Africa.
- Guinness sales drove an 8.8% rise in organic net sales in Europe to $1.05 billion for the quarter.
- Diageo cited Easter timing and advance World Cup sales as contributors to growth outside North America.
- Despite ongoing challenges, Diageo reaffirmed its fiscal 2026 guidance in the trading update.

**Companies:** Diageo
**Countries:** UK, Ireland, US, Europe, Latin America, Caribbean, Africa

[Read the full story on LBC](https://www.lbc.co.uk/article/c4da7399d8aa4c3e92a78fe12648d52e-5HjdYkw_2/)

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