ivan: in brazil, johnnie walker , noten as an iconic brand an international brand.t is how we build the brand. we have a campaign of keep walking brazil where we connected with the consumer and the see it as my brand. ike taylor marketers around the world, you have to keep -- i tell our market is around the world, you have to connect our brands at a local level. india india, the biggest whiskey market in the world with most of the local whiskey and we own a lot of that . the aspiration to move into scotch-whiskey is very high even though the price points are high. we are keeping scotch relevant in the local places. francine: is pricing a headache, you need to get it right so it is aspirational but not too expensive that they will go for another brand? ivan: price is an important factor in the brand value equation. for our premium brands, the price premium they carry to local authorities is something we watch closely. our brands are affordable at the end of the day. if you step up to a bar and hanoi and order johnnie walker blue label, you are not betting the farm --

instead of a johnnie walker black label, when their pocketbook is under pressure.they may celebrate four times per year instead of six times per year. you would see those adjustments take place. what is important is that when that happens, it is important to support your brands because when economic growth comes back, you want to brands to have that connection with consumers so they will step up their consumption or number of occasions they enjoy you when things get better. francine: coming up, a drink into the future, whiskey created now, will not be ready to drink more than 40 years from now, but what will the drink industry look like then? the foresight in running a company like diageo. more with ivan menezes next. ♪ ♪ francine: ivan menezes knows his business well. over two decades, he has had numerous management positions, serving as their coo, president of north america, and chairman of asia-pacific and latin america. his employees, more than 30,000 of them, are valued as much as the company's customers. diageo has more women in senior roles than any other fi

to me, the great thing about iageo, johnnie walker is 198 years old.uinness was started in 1759, and our job is to make these great brands greater, and that is what attracted me to the company. francine: do consumers now drink more at home? you talk about the premiumization, but they also want a story that goes with the brands they drink. ivan: it is at home and going out to you see it depending on the country and culture and how socializing takes place. our brands participate in moments of celebration, relaxation, being out with friends, and are built into the fabric of culture. so right now for example whiskey has a real renaissance around the world. young people are interested in whiskey, how it is made, where it comes from and the stories behind it and. that is what we love, telling those stories and getting that connection with the consumer. francine: how much does scale matter? do you need to be bigger to demand better premiums? but also where your product gets placed in a bar? ivan: it is interesting. it is both. i always say my key job is to ke

, not a difficult decision because to be -- the great thing about this company is that johnnie walkers 198 years old and guinness started in 1759. our job is to make the great brands even greater. that is what attracted me to the company. francine: do consumers drink more at home, they want a story that goes with the brands they drink? >> at home and going out, depending on the country and the culture and how socializing takes place. our brands participate in moments of celebration, relaxation, being out with friends. they are built into the fabric of culture. whiskey has a renaissance around the world. young people are interested, how it is made and where it comes from, and the stories behind it. that is what we love, telling the stories and getting the connection with consumers. francine: how much does scale matter? do you need to be bigger to demand better premiums and where your product gets placed? >> it is both. my key job is to keep a big company small and scale matters, and we have a wonderful portfolio with market leading brands across all of the major categories. at the same

. -- johnny walker. it was not a difficult decision. johnny walker is a hundred 98 years old. guinness was started in 1759. our job is to make these great brands greater. that is what attracted me to the company. host: you talk about the premiumiasian -- zation. independing on the country the culture, how socializing takes place. our brands participate in moments of celebration, relaxation, being out with friends. they are built into the fabric of culture. right now, whiskey has a real renaissance around the world. young people are interested in whiskey. how it is made, where does come from. the stories behind it. that is what we love. telling the stories and getting that connection with consumers. host: how much does scale matter? do you need to be bigger to demand better premiums? >> it is interesting. it is both. my key job is to keep a big company small. scale does matter. we have a wonderful portfolio with market-leading brands across all the major categories. at the same time, you need to be very entrepreneurial. you need to be very connected to where trends are going. m

in brazil, we have this wonderful truck decorated like johnny walker. it moves around the country and goes to communities and we host little events. we introduce people to the whiskey and we tell them the story of all the single malts johnny walker. the youngest whiskey was distilled before the financial crisis. you tell them the story and it is amazing how much interest we get. and when you bring a consumer into a brand. a true mentoring experience, as we would call it. you get them for life. i always say, the thing about our business is what you drink or what you serve says a lot about you. our brands need to live up to that expectation. francine: talk to me about the u.s. it is your largest market. is it expected to remain so 5-10 years from now? ivan: it is a fantastic market for us. is our biggest developing market, one third of our sales. it bodes very well for premium brands. it is also a young population. you have a growth of americans turning 21 at a faster rate than in europe. and finally, the taste profiles are changing. there's a huge intere

we tell them the story of all the single malts behind johnnie walker, the fact that in johnnie walkerlack label, the youngest whiskey was distilled before the financial crisis. you tell them the story, and it is amazing how much interest we get. when you bring a consumer into a brand through a mentoring experience as we would call them, you get them for life. i always say the thing about our business is what you drink or what you serve at home says a lot about you. so our brands need to live up to that expectation. francine: ivan menezes, talk to me about the u.s. it is by far your largest market. do you expect it to remain so in 5-10 years from now. ivan: north america is about half of the profits and third of sales for diageo, but what is attacked him about the united states is the demographics, they are very positive. i refer to it as our biggest developing market. you have got the growth of the multicultural population that is very strong, latino, african-american, asian, all of which bode well for premium brands. it is also a young population. you have a growth of americans turni

choose johnny walker red label instead of johnny walker black double when their pocketbook is under pressurerate four times a year instead of six times a year. you see those adjustments take place, but when that happens it is important to support her brands because when economic growth comes back, you want the brand to still have that connection. at 9:30 p.m. new york time on thursday. from new york, this is bloomberg. time now for options and insight with julie hyman. >> bernanke today, head of the institutional directive joining us on tuesday when the becks is vix is up. you said folks are selling the rallies and buying predicts, which is a little bit of a change. what is going on? >> i think it was very off in february. we did see the positioning off for too long. we got a little scare and we stopped march 2, so it was another test and confirmation we might go higher. >> are we seeing that reflected in the options market. have people reduce their hedging or are they still worried about further downsize? >> there are a lot of opportunities. we have not seen since breakfast brexit.s it -- a

if you said that's where all the johnny walker red is. but even then, probably not. it's a little bit like the bible. it's true, but not accurate. i do want to get in trouble with any biblical. let's say that's the point of view. margaret can't anybody you would love to write about if you are deciding to be a biographer instead of historian? >> has come under several people that they party have biographies done. >> well, maybe you're right. i've always been fascinated by phone or roosevelt does remind me of intelligence and very important person. there's a wonderful biography. eleanor roosevelt. i do find her fascinating. fdr must've been one of the most difficult people to get married to. six years after fascinating, i wanted to do a biography years ago that someone who most people have never heard of. who was the absolute road, traveled around the world, wrote a diary which was published and his wife cut all the bits out -- >> but did parts. >> what we think of is the interesting part. >> i once mentioned it to a publisher and they said no. they had their way of lo

we talked about rv, johnnie walker coming up with jade walker.movement out there. quality and equal pay. thank you very much. lauren: one more for us. that our story. trade to we've got more to do. we are not dead yet. lauren just mentioned snap is planning to lay off about 10% of their years. they would mark the third largest law round of layoffs in they would public last year. snap incurs about 3000. the company's user growth has slowed significantly in the past two years. darn about 16% since it went public. >> the attorney general has to california filing a lawsuit against the state and governor jerry brown is not happy about it. >> this is completely unprecedented. for the chief law enforcement in the united states to come out here and engage in a political study. lauren: will be right back. so in this commercial we see two travelers at a comfort inn with a glow around them, so people watching will be like, "wow, maybe i'll glow too if i book direct at choicehotels.com". who glows? just say, badda book. badda boom. book now at choicehotels.c

. >> he could never found underground that is where all the johnnie walker readies he might have foundit. but even then probably not. but i think that's, it's a little bit like the bible. i think that is true but not accurate. >> she comes out there too, by the way. i don't want to get in trouble with any biblical, that is a point of view. margaret, anybody you would love to write about if you were deciding want to be a buying grapher instead after historian? >> yes. there are several people but the trouble they have already had very good biographies done. >> that never stopped me or doug. >> yeah, maybe you're right. i may rethink it. i've always been fascinated by eleanor roosevelt, who seems complicated, intelligent, up happy, very important person made a real difference in the united states. wonderful biography by kook. >> he will noor roosevelt. i do find her a. fdr one much most difficult people married to and complicated himself. she is absolutely fascinating. i want to do a biographer of someone never heard of. wrote a few bad portfolio managers, blunt. was absolute rogue, had

johnny walker is debuting jane walker, a female version of the whiskey maker logo. >> straight on the rocks. lots of local events happening today as well. santa clara county supervisor cindy chavez will honor local women. and students in san jose will create a human billboard. we'll try to provide links to you on twitter this morning. of course on facebook. every day. >> we celebrate. i celebrate the women here. >> yeah. >> every day is women's day. that's our theory. look that's why the rain moved out so we can celebrate. >> mother nature. >> mother nature is working in our favor. showers right now pretty much non-existent at this point. doppler radar you can see that storm system now far off to the east of san francisco. and making its way now towards the sacramento area. so if i zoom this in definitely a lot closer you can see what's left behind. little spotty light showers. majority of that rain moved in overnight. really smacking down more on the bay area overnight. but still, believe it or north less unanimous a hundredth of an inch. so really in term of rain totals i told you w

you would see a bit of a slowdown on premium brands where consumers may choose johnny walker red labeltead of wheny walker black label the market focuses on the pressure. or they may celebrate maybe four times a year instead of six times a year. you see those adjustments take place. what is important is when that happens, it is important to support your brands because when economic growth comes back, you want the brand to have that connection so that they will step up their consumption and number of occasions where they enjoy when things get better. anna: that was the diageo ceo talking about his brands. zes.ne -- ivan mene coming up, sales growth jumped for the fourth quarter. we will break down the company's earnings. we have the ceo, kasper rorsted next. matt: and later, tillerson fired. president trump pushes out his secretary of state. a shakeup of a foreign-policy team that seems to have already shaken out. we will discuss further. this is bloomberg. ♪ ♪ anna: this is "bloomberg daybreak: europe." 6:47 here in london. in new york. s&p futures are a little weaker. sell off yesterd

you can't take two aspirin and it just stnt go away i mean, johnny walker black can't help this thingwhich i like so -- >> what does help that kind of pain we know stocks going up to a certain extent, technology which has taken such a large portion now of everybody's psychic energy, not to mention portfolios. >> now we discovered how much everyone hated zuckerberg. they waited until he stumbled then they -- this is the most long knife thing i've -- i'm trying to remember, even travis didn't have to experience this. >> travis might say differently. >> well, like i care what he says, i mean, when i met travis, i'm richer than you. >> okay. >> i think i was there for that meeting. >> he's mellowed a little bit. >> he said i'm richer than you >> he's more introinspective. >> is he more mindful than it was when he told me he was richer than me i'm jim cramer, i'm richer than you. it's always good, it's a starter. it's an opening or starter. >> an ice breaker. >> as someone said this morning, markets up nine straight quarters if you can't handle one quarter down, maybe it's not the game for

johnny walker, they've got that jane walker out. >> jane walker. >> so, yes. >> they charged the brownieto a woman. let's see, trying to work now with the fox logo, what could i do? >> make it fox i? >> fox. let me work on that, what about, give me another piece of paper, will you? >> i could be thrown off the air right now. just anything. >> listen, these are my notes. >> okay, we will get you some more. geez. >> something that might look like something good. i can do something here. >> what? >> control room. thank you, tracey. you okay? i just want to say, there is cents nothing that makes us feel celebrated as women, like an up site down mcdonald sign. >> i know. >> wonderful feel. that's true. >> got to take a break, coming right back. [a5df] when my smile is bright, i feel ready to shine. some whitening toothpastes only remove surface stains, colgate optic white high impact white is different. it has hydrogen peroxide, to whiten four shades for a visibly whiter smile. trust your smile to colgate optic white. >> another day of clean up after some areas get more

the hornets did something we haven't seen, walker hit 10, 3-pointers, a team record, they win by 61 points, only 28 minutes since the shot clock. johnnyng a come back, sober, looking healthy. attracted scouts from 13 nfl teams in san diego. unemployed safety eric reed, one of the original national anthem kneelers with colin kaepernick says he is not going to kneel anymore. he says the message was understood, they were not protesting the national anthem. when you and your significant other do yoga do you try to re-create the scene in dirty dancing? tom brady and his wife did. they had the time of their lives and never felt this way before. >> i didn't want to know that. dagen: somehow managed to become even more. keep it to yourself. keep it to your self. >> what you do, you can't keep your eyes off of it. >> 13 scouts, he is ready to play football. he has been so sick for a while. >> i love to see it happen. >> tiger woods we are all rooting for. dagen: let's not compare johnny mandel to tiger woods. >> correct. dagen: he can't play professional football. i wanted tom brady to fall. maria: they are perfect, each understand they are pe