Diageo PLC (LSE:DGE) slipped 1% to 1,733p in morning trading after UBS cut the stock to 'neutral', slicing its price target to 1,850p from 2,250p.
The Swiss bank flags a sharp turn in the US tequila cycle, where category sales are now falling and Diageo is losing share, with September and October sell-out data down 9%.
UBS warns of “downside risks to US spirits from a prolonged downturn”, arguing that tequila, once Diageo’s growth engine, has rolled over faster than expected.
With the broader US spirits market softening and pricing power harder to wield, the bank says the risk-reward has shifted too far to the cautious side.
The downgrade trims Diageo’s upside to about 7% on the new target.