Why I’d still buy FTSE 100 star-performer Diageo for my ISA

Diageo plc (LON: DGE) is improving its figures a bit each year and progressing shareholder returns – that’s exactly what I want! 

| More on:

The content of this article was relevant at the time of publishing. Circumstances change continuously and caution should therefore be exercised when relying upon any content contained within this article.

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More.

The Diageo (LSE: DGE) share price is a good advertisement for buy-and-hold, long-term investing, I reckon.

Over the 10 years between July 2009 and July 2019, the premium branded alcoholic drinks producer’s share price has elevated by around 268%. That’s not bad for a ‘lumbering giant’ of the FTSE 100. Indeed, the firm now sports a massive market capitalisation close to £80bn.

Fast-moving, cash-generating consumer goods

The outperformance has been driven by the world’s craving for the company’s well-known brands such as Guinness, Baileys, Captain Morgan, Smirnoff, Johnnie Walker and Tanqueray. There’s no doubt Diageo is what some investors jokingly refer to as a ‘sin’ stock. But if you are looking for a robust financial performance from the underlying businesses behind your shareholdings, sinners can often be winners on the stock market.

In general, companies peddling fast-moving consumer goods that are backed by strong brands can generate stable, predictable cash flows – ideal for backing up dividend payments to shareholders.

But with the ‘sin’ stocks, I think that concept is pumped up with an extra layer of intensity. In times of general economic hardship, for example, I’d observe that stuff such as booze, fags and ‘a daily flutter on the horses’ can be the very last things to disappear from personal budgets.

A full-strength valuation

Yet despite the rise of Diageo stock over the most recent decade, there have been periods where some shareholders could have lost their faith in the stock. Between July 2013 and July 2016, for example, the share price dipped a bit then ended up where it started.

But that’s not surprising because it’s popular, and the valuation runs at full-strength most of the time. Therefore, any slight disappointment in the numbers produced is likely to stall progress or cause weakness in the price as investors fret about their forward growth assumptions.

The up-trend in the shares has been robust lately, so are we about to see another period of stagnation in the stock? I don’t think there’s much to worry about in today’s full-year results report to 30 June.

Organic sales volumes moved 2.3% higher compared to the year before driving an organic net sales increase of 6.1%. The company puts this success down to “broad-based” performance across the business and in most regions around the world.

Strong cash flow

Organic operating profit outperformed the revenue figures by rising 9%. There was a better price mix and “productivity benefits from everyday cost efficiencies.” 

But the acid test is in the cash account, and the news is good there too. Net cash from operations moved 5.4% higher and free cash flow went up 3.4%. The directors used the cash headroom to slap 5% on the total dividend for the year and extend the share buy-back programme to the tune of £4.5bn.

Diageo appears to be doing exactly what I want. It’s improving its figures a bit each year and progressing shareholder returns. But we can’t rule out another period of share-price stagnation ahead. After all, at the current 3,295p, the forward-looking earnings multiple for the current trading year runs a shade below 24, and the anticipated dividend yield is about 2.2%.

Not cheap, but given the quality on offer, even now I’m more likely to be a buyer rather than a seller of the shares for my retirement portfolio.

Kevin Godbold has no position in any share mentioned. The Motley Fool UK has recommended Diageo. Views expressed on the companies mentioned in this article are those of the writer and therefore may differ from the official recommendations we make in our subscription services such as Share Advisor, Hidden Winners and Pro. Here at The Motley Fool we believe that considering a diverse range of insights makes us better investors.

More on Investing Articles

Long-term vs short-term investing concept on a staircase
Investing Articles

As the stock market goes crazy, here’s a FTSE 250 share I’m thinking about buying

The stock market has officially gone haywire, with the FTSE 100 entering correction territory today. Here's what I've got my…

Read more »

Three signposts pointing in different directions, with 'Buy' 'Sell' and 'Hold' on
Investing Articles

Load up on cheap shares now – or wait to see whether they get even cheaper?

As the market fluctuates, some shares may suddenly look cheap. How an investor acts in such moments can affect their…

Read more »

Close-up of British bank notes
Investing Articles

Is this a once-in-a-decade opportunity to target a second income?

Looking to make a large second income from UK dividend shares? Now might be the opportunity you've been waiting for,…

Read more »

Front view of a young couple walking down terraced Street in Whitley Bay in the north-east of England they are heading into the town centre and deciding which shops to go to they are also holding hands and carrying bags over their shoulders.
Investing Articles

What on earth is going on with Barratt Redrow shares?

Barratt Redrow shares are the FTSE 100's biggest faller over the last month. What has been going on with the…

Read more »

Close-up of British bank notes
Investing Articles

This UK penny stock is tipped to double by City analysts!

What should we do when a favourite penny stock falls due to short-term pressures? Consider buying for the long term,…

Read more »

Calendar showing the date of 5th April on desk in a house
Investing Articles

£390 of income a week from a £20k Stocks and Shares ISA? Here’s how!

Christopher Ruane explains how someone with a £20k Stocks and Shares ISA and long-term timeframe could target hundreds of pounds…

Read more »

Abstract 3d arrows with rocket
Investing Articles

Up 25% YTD! Is this red-hot penny stock still ‘cheap’?

This penny stock has been on fire in 2026. Ken Hall takes a closer look at the investment story behind…

Read more »

Man smiling and working on laptop
Investing Articles

Stock market correction? A passive income opportunity!

Looking to turbocharge your passive income? The stock market correction could be a once-in-a-decade chance to do just that, says…

Read more »