Guinness Maker Diageo Names Former Tesco Boss As New CEO To Revive Sales. The world’s largest drinks company, Diageo, has appointed Sir Dave Lewis, the former Tesco chief executive, to lead the firm as it struggles with declining sales. He will officially take over as CEO on 1 January, following the departure of Debra Crew, who stepped down in the summer after just two years in the role. Despite strong growth in Guinness, Diageo has seen weaker performance across other major brands, including Johnnie Walker, Smirnoff, and Captain Morgan, with sales slipping in key markets such as the US and China. The announcement of Lewis’s appointment sent Diageo’s share price up 7% in early trading. The board said his experience at Tesco and Unilever made him the right leader for the company’s next phase. Lewis said he sees both challenges and “significant opportunities” ahead and looks forward to creating “shareholder value” by restoring growth across Diageo’s global portfolio. Instructions: THIS VIDEO MUST NOT BE EDITED FOR LENGTH TO COMBINE WITH OTHER CONTENT