In order to raise prices, Diageo is pumping more dollars into its marketing budget. That includes ‽stepping up activity pretty significantly” in the US and focusing more on middle-aged women and iPhone users, according to Diageo†s US president Larry Schwartz in an interview with Bloomberg. Larry said that ‽there†s a new consumer out there, and we†re spending more to convince them to pay another one or two dollars a bottle. The level of promotions has bottomed out. I want to take price.”