grew share in Ireland, driven by the on trade and extending its market leading position. In GreatBritain, Smirnoff’s largest European market, the brand lost share in the on trade but remained the bestselling vodka and made strong share gains in the growing off trade.Baileys increased volume 3% with net sales down 3%. A strong performance in Great Britain, itslargest European market, with volume and net sales up 17% and 5% respectively, was driven by thedouble-digit growth in the off trade and the rapid growth of Baileys Flavours. The marketing strategyfocused on in-store activity to improve visibility during key selling periods, such as the joint display ofBaileys Original and Baileys Flavours. This performance was offset by weak results in Germany and thedecline of the liqueurs category in Eastern Europe.JεB remained in decline with volume and net sales down 8% and 10% respectively, following thecontinued weakness of the scotch category in Spain and the increased competition by local and ownlabel whisky brands in this market.Guinness volume and net sales declined across the region by 4% and 2% respectively, mainlycaused by the decline of the on trade. In Great Britain, Guinness outperformed the beer category withbroadly flat net sales and achieved its highest ever share of the on trade at 8% through the success ofthe ‘Bring it to Life’ and ‘250thCelebration’ campaigns. Share gains were also achieved in Ireland, ledby the performance in the key Republic of Ireland on trade channel. Price/mix was positive mainlybecause of a price increase on Guinness Draught in Great Britain.The ready to drink segment remained weak with volume and net sales down 6% and 2%respectively, reflecting the continued decline of the segment across the region and more particularly inthe on trade. Smirnoff Ice remained in decline in larger markets, where investment in the brand wasfocused on improving visibility in the off trade.Premix cans delivered strong growth in Great Britain with volume and net sales up 23% and 28%respectively, making spirits more accessible to the at home consumer. The successful launch ofSmirnoff & Cola in February 2010, supported by television and in-store activity, expanded the range ofpremix variants to eight. Cacique Mojito in Spain had a strong start and the introduction of SmirnoffCocktails in Great Britain strengthened Diageo’s offering in the growing ready to serve segment.As consumer behaviours evolved in Europe, innovation remained a crucial performance driver withparticular success in Great Britain, Spain and Russia. In Great Britain performance was driven by a fullrollout on Baileys with a hint of Coffee, premix cans and Smirnoff flavoured vodka. The launch ofCacique Mojito ready to serve cocktails in Spain addressed the at home consumption trend. In Russiathe launch of Bell’s in the scotch value segment provided a lower priced alternative as consumerstraded down from higher priced scotch brands.