It’s crunch time in the market. The bears have been dictating market action for months now. The Dow is way off its highs and everyone seems to be panicking at the thought of investing any money in anything. Fear not. There are still good stocks to buy out there and I’m going to tell you why you should buy Diageo (DEO) right now.
Who is Diageo (DEO) and why should I care?


Diageo produces and distributes a collection of branded premium spirits, beer and wine. It produces and distributes a range of premium brands, including Smirnoff vodka, Johnnie Walker Scotch whiskies, Captain Morgan rum, Baileys Original Irish Cream liqueur, JeB scotch whisky, Tanqueray gin and Guinness stout. In addition it also has the distribution rights for the Jose Cuervo tequila brands in the United States and other countries. Diageo’s beer brands include the global stout brand, Guinness.
You should care about this right now because holidays present an opportunity for beverage companies to make a lot of money. With Thanksgiving, Christmas and New Year’s Eve so close together, the spending in liquor increases this time of year. So your catalyst here is the holiday season.
Now let’s talk numbers and why I think DEO is too cheap.
Earnings:
| Earnings Est |
Current Qtr
Dec-69 |
Next Qtr
Dec-69 |
Current Year
Jun-09 |
Next Year
Jun-10 |
| Avg. Estimate |
N/A |
N/A |
4.58 |
4.97 |
| No. of Analysts |
N/A |
N/A |
4 |
3 |
| Low Estimate |
N/A |
N/A |
4.21 |
4.68 |
| High Estimate |
N/A |
N/A |
4.90 |
5.44 |
| Year Ago EPS |
N/A |
N/A |
4.74 |
4.58 |
Daily Chart:

The Case:
A key factor in determining where a stock like DEO is going is figuring out how earnings dictate stock price. So, here’s my not-so-secret formula (Motley Fool can take credit for this mainly).
First we need to figure out what P/E institutional investors are willing to pay and we do this by figuring out the growth rate. Take the earnings estimate for 2010 and subtract the figure for 2009 (4.97-4.58=.39) then divide that result by the 2009 earnings estimate and multiply by 100 to get the growth rate ((.39/4.58)*100=8.51). Finally, we can assume that institutional investors (hedge funds, mutual funds, etc) are willing to pay 1.5 to 2 times the growth in terms of P/E (8.51*2=17).
Comparing the P/E we have calculated to the current P/E will tell us if the stock is too cheap. Essentially what we are doing here is finding where the stock should be based on future earnings projections, so it’s an estimate but essential for stocks like DEO.
The current P/E (12 month trailing) of DEO is 15.2. Based on this we know DEO is too cheap because it should be 17. Now to figure out where DEO is going, multiply 17 by the current EPS (earnings per share). (17*3.42=58).
Since DEO is just below $52, this is a definite buy according to the numbers. However, that’s not the only reason to buy a stock. We have a catalyst, we have good earnings estimates and lastly, DEO pays a 5.61% yield! A declared dividend of $1.4579 per share means more bang for the buck. This stock is also way off its 52 week high of $92 so the upside is huge. I also like that analysts have recently rated DEO a hold. I like to do the opposite of what analysts say because they are usually wrong or have already missed the boat when it comes to recommending stocks.
You might be tempted to look at other stocks in the sector such as Central European Distributors (CEDC) but I don’t like the numbers. The P/E is extremely low compared to where it should be and the stock is down from a 52 week high of $77 in July of this year. CEDC has been absolutely hammered and even though it has beat estimates 3 out of the last 4 quarters it continued to slide and is only now recovering.
CEDC looks cheaper (in price anyway) but in reality it could end up costing you more than DEO and there’s no yield.
Get ready for the holiday season and buy yourself some DEO.
Advertisement:
Find out why TradeKing.com was ranked #1 Discount Broker by SmartMoney (August 2006 & 2007)