Diageo PLC was incorporated as Arthur Guinness Son & Company Ltd on 21 October 1886. The Company is engaged in beverage alcohol business. It is engaged in the production, marketing, and selling of beverage alcohol with brands in spirits, beer and wine. Its brands include Johnnie Walker, Crown Royal, J&B, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness. It owns distribution rights for Ketel One vodka products in perpetuity. The Company sells its products in 180 countries. The Company manages its business through five regions namely North America, Western Europe, Africa, Eastern Europe & Turkey, Latin America & Caribbean and Asia Pacific.