Down 55%, is now the time to buy Diageo shares for my ISA?

Is Now the Time to Buy Diageo Shares for My ISA?

Diageo shares (LSE:DGE) have fallen to a 10-year low, dropping more than 55% since early 2022. Despite this significant decline, the company offers a strong dividend yield that makes the stock appear attractive.

While Diageo’s shares have struggled, the FTSE 100 index has risen about 30% over the same period. This contrast means investors could have found better returns elsewhere in the market. I personally owned Diageo shares in my Stocks and Shares ISA until early this year. After I sold, the shares have declined another 27%, making them cheaper and boosting the dividend yield.

Diageo’s World-Class Brand Portfolio

Diageo owns an impressive range of leading brands, including:

Just considering this well-known list raises the question of why the stock has plunged so severely in less than four years.

Industry Challenges

The alcohol industry as a whole appears to be underperforming, although the exact reasons for this downturn are unclear.

"Nobody seems to be sure why exactly sales across the alcohol industry are in the doldrums."

Should You Buy Now?

The key decision is whether the current share price and dividend yield represent a lucrative buying opportunity or if more risks lie ahead. The value and resilience of Diageo's brand portfolio certainly suggest potential, but market conditions remain uncertain.

Author’s Summary

Diageo shares have dropped drastically while offering a higher dividend, posing a compelling but uncertain invest­ment opportunity amid industry-wide sales challenges.

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Fool UK Fool UK — 2025-11-04

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