The company has switched focus to emerging markets and is now focussing effort in the faster growing regions of the world.
Marketing spend in developing markets increased by 20% in the six months to 31 December, compared to a 10% bump across the world.
Increased investment in brand building helped lift emerging markets sales by 18%, twice the 7% rate seen in the rest of the world.
Paul Walsh, chief executive of Diageo, says that the gains “result from the investment made in building brands”.
He adds: “In an uncertain economic environment we have again demonstrated the benefits of our geographic diversity and brand range.”