Martins, FranciscoAugusto, Marta Filipa Almeida2021-08-192021-08-192021-01-182021-01-04http://hdl.handle.net/10362/122746This Work Project analyzes the Alcoholic beverage market, including Diageo Plc past performance, competition and trends that are driving the market growth. Moreover, it includes a valuation on Diageo versus its peers and a DCF to forecast future growth and performance of Diageo Plc.engPremiumizationE-commerceDcfAlcoholic beveragesmaster thesis202741176