Diageo – South African trademarks
Updated 8 November 2026
Diageo is a global drinks company. Its brands include Johnnie Walker, Smirnoff, Baileys, Guinness, Captain Morgan and Tanqueray.
How Diageo has built and protected its brands in South Africa – its trademark portfolio, where it expanded, how quickly its marks are registered, and who it competes with.
Download report (PDF)Diageo trademarks in 45 seconds
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/diageo-south-african-trademarks/overview-video.html
A portfolio built over time
Diageo filed its first South African trademark in 1917 and has filed 369 since; its busiest year was 2014, with 23 new filings. The chart shows its filings per year from 1970.
Trademarks by filing year, up to 2024; applications still pending are not included.
The names behind the portfolio
Over the years the group has filed under several names – earlier company names, holding companies and subsidiaries. We count them together.
| Name | Marks | Filing years |
|---|---|---|
| Diageo | 224 | 1917–2024 |
| Diageo North America | 188 | 1945–2023 |
| Diageo South Africa | 26 | 1944–2016 |
Where Diageo expanded its business
Trademark classes show what a business sells. Diageo's portfolio is concentrated in wines & spirits (class 33), education & entertainment (class 41), beer & soft drinks (class 32). Its most recent moves were into restaurants & hotels (2007), leather & bags (2001), jewellery & watches (2001).
Diageo trademarks: expansion into trademark classes, 1970–2024
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/diageo-south-african-trademarks/class-expansion-video.html
Each tile is a class; it lights up when the group first files in it and darkens with more filings; the dots show how many of its closest rivals also file in that class. The chart compares the number of classes used with its rivals. The video runs from 1970; classes entered earlier are lit from the start.
| Class | Marks | Share | Since |
|---|---|---|---|
| 33 Wines & spirits | 321 | 87.0% | 1917 |
| 41 Education & entertainment | 13 | 3.5% | 1996 |
| 32 Beer & soft drinks | 8 | 2.2% | 1971 |
| 30 Coffee, flour & sweets | 5 | 1.4% | 1986 |
| 42 Tech & IT services | 4 | 1.1% | 1997 |
| 25 Clothing | 3 | 0.8% | 2001 |
| 16 Paper & print | 2 | 0.5% | 1997 |
| 18 Leather & bags | 2 | 0.5% | 2001 |
The brands Diageo protects most
The word marks and logo names Diageo has filed most often – the same brand filed in more classes, in more versions or again over the years.
| # | Brand | Trademarks | Classes | Filed |
|---|---|---|---|---|
| 1 | SMIRNOFF | 30 | 14 | 1986–2014 |
| 2 | DIAGEO | 8 | 8 | 1997–1997 |
| 3 | SMIRNOFF ICE | 4 | 1 | 2000–2015 |
| 4 | SMIRNOFF SPIN SPIRIT COOLER | 4 | 1 | 2002–2002 |
| 5 | LET'S TALK WHISKEY | 3 | 3 | 2007–2007 |
| 6 | UDV | 3 | 3 | 1998–1998 |
| 7 | UNITED DISTILLERS & VINTNERS | 3 | 3 | 1998–1998 |
| 8 | KEEP WALKING | 3 | 2 | 2000–2011 |
| 9 | WHITE HORSE | 3 | 2 | 1954–1974 |
| 10 | GILBEY'S | 3 | 1 | 1967–1994 |
| 11 | VSV | 3 | 1 | 2014–2014 |
| 12 | BE THERE | 2 | 2 | 2009–2009 |
| 13 | BODY TREAT | 2 | 2 | 1998–1998 |
| 14 | GENTLEMAN IN BLACK | 2 | 2 | 1996–1996 |
| 15 | J&B START A PARTY | 2 | 2 | 2007–2007 |
Logos filed most often (since 2020)
Diageo's logos
The 4 different logos Diageo has had published since 2020 – each logo shown once, however many classes or versions it was filed in. Logos protected in more classes come first.
How quickly its trademarks are registered
Over the last five years, Diageo's marks took a median of 2.7 years from filing to registration, faster than the market's 2.7 years. Most of that time is examination: 1.4 years from filing to acceptance (market: 1.9). Registration itself follows about half a year after acceptance.
Median years from filing to registration per registration year, split into examination (filing → acceptance) and acceptance → registration; the dashed line is the market median. A high recent value means older applications came through that year.
Who files the most in Diageo's classes
Ranked by number of trademarks filed in Diageo's main classes – any company that files there, whatever else it does (including retailers' own brands). This shows Diageo's market position, not who is most like it.
In the last five years, Diageo was #23 of 1,088 filers in class 33 (wines & spirits), with 10 of 2,324 trademarks.
Diageo's share of all trademarks filed in each of its main classes, per filing year.
Top trademark filers in class 33 (wines & spirits), South Africa 1975–2024: Diageo
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/diageo-south-african-trademarks/class-33-race-video.html
Main competitors – the companies most like Diageo
Ranked by how similar their whole trademark portfolio is to Diageo's – the same mix of classes and the same words in their marks – not by size. Large filers in its classes that do something different rank lower here.
Diageo trademarks vs competitors: filings per year, 2010–2024
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/diageo-south-african-trademarks/competitors-video.html
Trademark filings per year: Diageo (orange) and its five closest competitors.
| # | Company | Relationship | Similarity |
|---|---|---|---|
| 1 | DGB | – | 100% |
| 2 | Sazerac Brands | – | 85% |
| 3 | Time Being of the Aj and F Charnaud Tru… | – | 85% |
| 4 | KWV | – | 78% |
| 5 | Distell | – | 78% |
| 6 | Bacardi and | – | 78% |
| 7 | Mhcs | – | 78% |
| 8 | Suntory | – | 78% |
| 9 | Pernod Ricard | – | 78% |
| 10 | Spier | – | 70% |
Similarity of trademark activity since 2015 (classes and words used in marks). Retailers appear where their own brands compete on the shelf.
Diageo – relevant export countries
South Africa exported US$1.7 billion of the goods Diageo's main classes cover in the last year – alcoholic beverages; beer; whisky; vodka (class 33); beer; non-alcoholic beverages; energy drinks (class 32); tea; coffee; bread (class 30); hats; t-shirts; shirts (class 25); books; posters; stickers (class 16). Combining where these goods are exported, imported, growing and made (and copied), and what protection costs, these are the markets where Diageo's trademarks matter most.
Adjust the weightings
These weightings decide how the countries below are ranked. Change any value and the others adjust to keep the total at 100%.
Worldwide
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 5 classes |
|---|---|---|---|---|---|---|
| 1 | European Union | 83 | US$254 m | +4% | National | US$2,388 |
| 2 | United Kingdom | 77 | US$173 m | +2% | National | US$1,371 |
| 3 | United States of America | 71 | US$57 m | -4% | National | US$3,425 |
| 4 | Namibia | 64 | US$228 m | +10% | ARIPO | US$450 |
| 5 | Canada | 63 | US$33 m | -2% | National | US$2,192 |
| 6 | Japan | 63 | US$10 m | -1% | National | US$1,774 |
| 7 | Australia | 59 | US$8.1 m | -4% | National | US$2,380 |
| 8 | Russian Federation | 58 | US$2.9 m | +6% | National | US$1,915 |
| 9 | Hong Kong SAR | 57 | US$2.5 m | +4% | National | US$1,715 |
| 10 | Botswana | 56 | US$188 m | -6% | ARIPO | US$450 |
Africa
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 5 classes |
|---|---|---|---|---|---|---|
| 1 | Namibia | 64 | US$228 m | +10% | ARIPO | US$450 S&Z |
| 2 | Botswana | 56 | US$188 m | -6% | ARIPO | US$450 S&Z |
| 3 | Mozambique | 56 | US$115 m | +4% | ARIPO | US$450 S&Z |
| 4 | Eswatini | 56 | US$88 m | -1% | National | US$446 |
| 5 | Nigeria | 54 | US$9.5 m | -12% | National | US$1,015 S&Z |
| 6 | Zimbabwe | 54 | US$70 m | -1% | ARIPO | US$450 S&Z |
| 7 | OAPI (17 states) | 52 | US$6.3 m | +3% | National | US$1,563 S&Z |
| 8 | Dem. Rep. of the Congo | 49 | US$20 m | +8% | National | US$2,100 |
| 9 | Mauritius | 47 | US$26 m | +4% | National | US$1,154 |
| 10 | Algeria | 47 | US$62 k | +17% | National | US$1,445 |
SA exports = South Africa's exports of these goods to the market in the last year. Ranked with the default weightings. Score 0–100 from South Africa's exports of the goods to the market, net imports, import growth, foreign trademark filings, where the goods are made, market size and the cost of protection. Costs are total fees (official and professional) to file in 5 classes; ARIPO costs are per country, plus US$301 once per ARIPO application; S&Z = S&Z's own all-in price. Goods are taken from the classes and specifications, so the ranking is indicative.
Trade data: CEPII BACI (version 202601, trade flows 2022–2024), Licence Etalab 2.0; aggregated and combined with other data by S&Z.
Protecting its top brands in Nigeria and OAPI with S&Z
| Brand | Classes | Nigeria | OAPI (17 states) |
|---|---|---|---|
| SMIRNOFF | 14 | US$2,842 | US$3,225 |
| DIAGEO | 8 | US$1,624 | US$2,117 |
| SMIRNOFF ICE | 1 | US$203 | US$824 |
| SMIRNOFF SPIN SPIRIT COOLER | 1 | US$203 | US$824 |
| LET'S TALK WHISKEY | 3 | US$609 | US$1,194 |
S&Z all-in prices per brand in its number of classes, filing to registration.
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Word marks you may have considered opposing
For Diageo's five most-filed brands: word marks of other companies (not Diageo's own group) that our similar word mark search, SimTM, found in the brand's own classes, and that we consider confusingly similar – from the earliest match found to today.
Similar to SMIRNOFF (classes 30, 32, 33, 41, 42; searched 2025-05-28 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similar to DIAGEO (classes 16, 29, 30, 31, 32, 33, 35, 42; searched 2020-09-30 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similar to SMIRNOFF ICE (class 33; searched 2023-03-29 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similar to SMIRNOFF SPIN SPIRIT COOLER (class 33; no close matches in the search)
No confusingly similar marks of other companies found.
Similar to LET'S TALK WHISKEY (classes 33, 41, 43; searched 2018-05-30 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similarity of the words only. Whether a mark could have been opposed depends on the goods and services, the reputation of the brand and the facts – S&Z can advise. New marks like these are what SimTM watch reports as they are published.
How S&Z can help you
S&Z does not just file trademarks. We are a technology-first firm that manages trademarks – analysing your data, monitoring competitors and making sure your trademark assets remain protected.
We manage your trademarks – not just file them
Analysing your data, monitoring competitors and making sure your trademark assets remain protected:
Filing and renewal at fixed, all-inclusive prices
S&Z prices – South African trademarks
| Filing, first class – incl. official fee, examination report, routine office action, acceptance, publication, registration and e-certificate | US$240 |
| Each additional class of the same mark, filed at the same time | US$225 |
| Renewal online, per class (every 10 years from filing) | R1,027 ≈ US$62.29 |
Renewal in rand; US$ at R16.49 per US$.
Diageo's next five years of renewals
71 of Diageo's registered marks reach their ten-year renewal date in 2027–2031. Renewed online with S&Z, that costs about US$4,423 over the five years.
Diageo: frequently asked questions
What should Diageo consider for its trademarks?
- Where to file next: its goods sell strongly in Namibia, Botswana and Mozambique – markets where South African exports of the same goods are large or growing, and where S&Z files at its own all-in prices (see “Diageo – relevant export countries”).
- Brand coverage: Smirnoff Ice, Smirnoff Spin Spirit Cooler are protected in only one or two classes – check whether related goods or services (for example merchandise or online services) need cover too.
- Fewer new brands: new brand names fell from 3.0 to 1.8 a year – worth reviewing whether planned launches are being protected early enough.
- Renewals and use: keep track of the ten-year renewal dates and of marks that are no longer used – unused marks can be challenged after five years, and some may no longer be worth renewing.