How to buy Diageo (DGE) shares from the UK

By   |   Verified by Andrew Boyd   |   Updated 31 Aug 2022

  • Diageo is a beverages sector dividend stock listed on the London and New York Stock Exchanges.
  • Its largest market is North America, where it recorded strong sales and double-digit organic growth in the first half of 2021.
  • The company has excellent cash flow generation capacity and a strong balance sheet.

Diageo plc is a multinational beverage alcohol company that operates in over 180 countries. The company was founded in 1886 and is headquartered in London.

The company has a primary listing on the London Stock Exchange (LSE: DGE) where it is part of the FTSE 100 Index. Diageo also has a secondary listing on the New York Stock Exchange (NYSE: DEO).

If you would like to buy shares in Diageo from the UK, here’s how.

About the company

Diageo overview

As a global leader in beverage alcohol, Diageo has a vast collection of brands across spirits and beer. It has production facilities at more than 150 sites across 30 countries. Many of the company’s brands have global recognition including Johnnie Walker, Smirnoff, Captain Morgan, Baileys, and Guinness, to name just a few.

Diageo subsidiaries include Guinness Brewery, United Spirits, and Casamigos among others.

Unsure about what share dealer to use?

Where to buy Diageo shares


On website

80.2% of retail CFD accounts lose money



  • Trade and invest in top financial instruments, including a wide selection of stocks.
  • eToro is regulated by CySec, FCA and ASIC
  • Your funds are protected by industry-leading security protocols.

On website



  • With fractional shares, you can start investing from only £2.
  • Choose from thousands of stocks from the London Stock Exchange, NYSE and NASDAQ.
  • Access to a wide range of ETFs and Investment trusts.



  • Join to get a free stock in Nike, Dropbox, GoPro or a mystery stock when you sign up and fund your account within 24 hours.
  • Make trades in seconds on over 6,000 US Stocks and ETFs.
  • Clear, simple and better pricing with no hidden fees.
Hargreaves Lansdown

On website

Hargreaves Lansdown


  • Offers easy-to-use trading platforms.
  • Invest across 20 international exchanges in shares, funds, bonds and investment trusts.
  • Dealing charges depend on how many trades you make each month.

Compare share dealing platforms at Finty. Compare commission, tradable assets and indices, and more before deciding where to trade.

First time buying?

How to buy Diageo shares

Step 1: Choose a broker

The first step is to choose an online broker. There are many brokers available online, offering a variety of options. When choosing a broker, you should consider key features such as:

  • Access to the US market: Diageo is primarily listed on the London stock exchange, but has a secondary listing on the NYSE. Many share trading apps are limited to UK markets, so check which markets your broker has access to before opening an account.
  • Commission-free trading: There are many US share trading platforms that offer commission-free trading. This means you won't pay commissions when trading shares.
  • Fractional share investment: Fractional share investment refers to the ability to purchase a portion of a share instead of the whole thing.
  • Simple-to-use trading platform: Investing in shares doesn't have to be complicated. Look for a platform that is easy to use.
  • Research and reporting: Look for platforms offering detailed research on items such as company overview, price history and recommendations, and even price forecasts.

Step 2: Fund your trading account

Next, deposit funds into your account. If you just opened an account, it might take a few days for the funds to clear so you can trade.

Step 3: Decide how much to invest

By investing in fractional shares, you can invest the exact amount you want to. This allows you to start with a small investment.

Step 4: Decide whether to invest in an ETF or buy individual shares

ETFs are made up of shares in many different companies. Therefore, you can either own a share of the company or invest in them via an ETF. Active traders are less likely to be interested in these funds because they can't control where the money will go, but they're sometimes considered less risky.

ETFs with DEO exposure include Invesco International Dividend Achievers ETF (PID), AI Powered International Equity ETF (AIIQ), and Formidable ETF (FORH).

Step 5: Customise your order

Different order types can be used to customise what you buy and how much you pay. The most common types of orders are:

Market order

A market order is an order to purchase or sell shares instantly. The order will be executed immediately, but the price cannot be guaranteed.

Limit order

With buy limit orders, the orders must be executed at or below the price specified. For example, if you want to purchase Diageo shares but will not go over £40, submit a limit order for that amount.

Stop limit

You can use this type of order to sell your shares at a certain price or higher. Let's say you want to sell Diageo shares for £42 per share. Your stop-limit order will be executed when the shares reach this price.

Stop loss

You decide the price at which it is worth selling your shares. Let's take, for instance, £41 as your price at which to sell Diageo shares. Your stop loss order will be executed if the price falls to that level and your shares will be sold at the next available market price.

Step 6: Place your order

If you have chosen a broker, funded your account based on the amount you wish to invest, and determined how you want to invest in Diageo shares, then it is time to place the order. You will usually be able to do this by clicking a button.

After you buy

What moves Diageo's share price

Once you buy shares in a company, it’s necessary to keep track of both share price movements and the company’s performance. This is true whether you are investing for the long term or with a speculative motive to benefit from price fluctuations.

Track Diageo’s performance

Diageo is a dividend-paying stock. Therefore, as well as the share price, it’s a good idea to track how the company performs in terms of financial fundamentals and dividend payouts.

Watch for developments in the beverages industry

Diageo operates in the beverages industry. Although at-home consumption increased during the pandemic, out-of-home consumption, which typically brings in better margins, was severely impacted. The food and beverages industry must also deal with possible long-term changes in customer behaviour and demand as a result of prolonged lockdowns.


Diageo’s key competitors include Bacardi, Pernod Ricard, Carlsberg, Molson Coors, Brown-Forman, Heineken, and Constellation Brands.

Disclaimer: We put our customer’s needs first. The views expressed in this article are those of the writer’s alone and do not constitute financial advice. Advertisers cannot influence editorial content. However, Finty and/or the writer may have a financial interest in the companies mentioned. Finty is committed to providing factual, honest, and accurate information that is compliant with governing laws and regulations. Do your own due diligence and seek professional advice before deciding to invest in one of the products mentioned. For more information, see Finty’s editorial guidelines and terms and conditions.