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Finance Systems > Investing > Down one other 15% in September! Is Diageo now the very best share to purchase or the very worst?
Investing

Down one other 15% in September! Is Diageo now the very best share to purchase or the very worst?

September 30, 2025 4 Min Read
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Contents
Fallen starStrain on marginsRestoration potential?

On the finish of each month I try the worst performer on the FTSE 100, and ask myself if it’s the very best share to purchase within the month forward. As a contrarian investor, I like choosing up bargains. However this method will also be dangerous as troubled shares can take a very long time to show round. Some by no means get there.

I used to be dismayed to find that September’s worst performer is a inventory I maintain in my Self-Invested Private Pension: spirits large Diageo (LSE: DGE). It fell one other 15% over the month and is now down 33% over 12 months and 55% over three years. There was no main firm information in September, it simply appears that traders are shedding hope.

Fallen star

I bear in mind when Diageo seemed like a no brainer buy-and-hold, with a portfolio of world-famous manufacturers corresponding to Johnnie Walker, Guinness, Baileys, Smirnoff and Captain Morgan. It nonetheless has these manufacturers (and lots of extra) however it’s been hammered by the cost-of-living squeeze, US tariffs and the development amongst youthful folks to drink much less.

Even those that purchased after the primary revenue warning in late 2023 are hurting, because the inventory slides and slides. Diageo nonetheless throws off loads of money, however share worth progress is proving elusive.

Strain on margins

Dividends have held up. The trailing yield has now climbed to 4.45%, and forecasts counsel one thing comparable within the subsequent couple of years. That’s twice as excessive because it was in Diageo’s glory progress period.

Debt of round £16bn appears chunky towards immediately’s shrunken £39bn market cap. On 5 August, we realized that full-year working income had plunged 27.8% to $4.33bn, worsened by impairment prices and adversarial foreign money swings. Nevertheless, free money stream did soar 17.6% to $2.74bn.

The value-to-earnings ratio is now under 15, in comparison with the mid-20s it typically commanded prior to now. That might tempt cut price hunters who worth its manufacturers and money stream, and see this as a cyclical downswing that might be reversed sooner or later. However the enterprise nonetheless has rather a lot to show earlier than sentiment shifts.

Restoration potential?

Dealer forecasts are extra optimistic than I’m. The median one-year analyst goal is 2,348p, which might mark a formidable 33% restoration from immediately’s 1,820p, with dividends on prime. That feels slightly bit like wishful considering given the challenges going through the enterprise. And I wager lots of these forecasts have been made earlier than the September drop.

It’s darkest earlier than the daybreak and there’s sensible comeback potential if Diageo can regular the ship. However with consuming habits altering and the worldwide financial system nonetheless weak, we will’t assume it can regain its former fizz any time quickly. I’m nonetheless holding my shares, however it’s painful. After nearly two years, I’d want a serious rally simply to interrupt even.

I feel traders may contemplate shopping for at this stage, however provided that they settle for the Diageo share worth may simply fall additional. Is it the very best share to think about or the worst? Who is aware of. It now appears suspiciously like a falling knife. I can see a lot extra promising FTSE 100 shares to purchase in October, and can focus my efforts on them.

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