Diageo DGE

equity

Price History

1988-04 · DCA start£0.494

Time underwater

How far below its previous all-time high the price sat, each month. 0% means a new high.

1988-042026-08 · -56.6%

Worst drawdown: −65%, peaking Dec 2021 and bottoming Mar 2026 — still unrecovered after 52 months.

DCA Backtest

Start month

Monthly amount (GBP)

Invested: £42,300
Value today: £127,151
Return: +200.6%
Months invested: 423

Scenarios

Inflation — the same contributions merely keeping pace with CPI would be £73,843 today, so the real (inflation-adjusted) return is +72.2%.

Lump sum instead — £42,300 all at once in Apr 1988: £1,500,111 (+3446.4%) — lump sum came out ahead.

Worst timing — same monthly amount started at the all-time high (Dec 2021): £3,783 on £5,300 invested (-28.6%).

⚠ Price returns only — dividends are not included. This understates the true return of dividend-paying shares, and any comparison against crypto (which pays no dividends) is biased against equities by roughly the dividend yield, compounded.

If this saved you a spreadsheet — buy me a coffee.

Every start month at once

Each cell is the return-to-date of £/$/€100-a-month DCA started that month. Click a cell to load it in the backtest above. The ringed cell is the all-time-high start — the worst timing scenario.

	J	F	M	A	M	J	J	A	S	O	N	D
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
2025
2026

Legend:−50%−20%0%+50%+200%+1000%worst timing (ATH)Selected 1988-04: +200.6%

About Diageo

Diageo plc is a British multinational alcoholic beverage company headquartered in London, England. It operates from 110 sites in 180 countries. With brands such as Guinness, Johnnie Walker and Smirnoff, it is a major distributor of Scotch whisky and other spirits, with distilleries producing 40% of all Scotch whisky with over 24 brands. Diageo is a publicly traded company listed on both the London Stock Exchange where it is a constituent of the FTSE 100 Index, and the New York Stock Exchange as American depositary receipts. (Wikipedia)

It's a listed company categorised under consumer staples.

It rates Medium-Low Risk at 2.2/5, meaning the rated factors are mostly sound, with one or two areas worth watching.

What pushes the score up: leverage / financial (3.5/5).

Scoring well: concentration at 1.0/5.

Not yet researched: governance. These are excluded from the score rather than guessed, so the real risk may be higher than what’s shown.

Ratings summarise sourced facts against fixed rules — not investment advice, and no substitute for your own diligence.

Risk Profile

Medium-Low Risk(2.2/5)90% rated

How these ratings work

Market / Volatility2.0/5 · weight 20%

Annualised volatility (3yr)2/523.3
Max drawdown from ATH3/565.4
Beta vs S&P 5001/50.16

Liquidity2.0/5 · weight 15%

Avg daily $ volume2/571.3m
Float % of shares outstandingnot yet researched

Leverage / Financial3.5/5 · weight 20%

Debt / equity4/52.0
Interest coverage (EBIT / interest)3/53.4

Earnings Quality2.0/5 · weight 15%

3yr EPS volatility2/511.1

Concentration1.0/5 · weight 10%

Largest customer, % of revenuenot yet researched
Geographic revenue concentration1/5diversified

Governanceunrated · weight 10%

Board independence %not yet researched
Share structurenot yet researched
Litigation / audit historynot yet researched

Sector / Regulatory2.0/5 · weight 10%

Sector regulatory exposure2/5moderate

Linked Assets

Same sector, or return-correlated — worth knowing what else might move if this one does.