Walk into just about any bar in Singapore, and you’ll find shelves lined with premium Scotch whiskies and/or craft gins. Whisky is a mark of sophistication here, and the city’s cosmopolitan crowd has fuelled a remarkable 31 percent surge in Scotch imports in 2023 alone. Gin, too, is having a moment – its versatility a perfect match for Singapore’s cocktail-forward culture, driving a 56 percent spike in gin imports.
In Thailand, whisky still dominates the spirits scene. But younger Thais, inspired by global trends, are experimenting, increasingly ordering vodka and gin. In the Philippines, rum reigns, although whisky and gin are catching on among affluent urbanites. Meanwhile, in Vietnam and Indonesia, traditional rice-based spirits remain culturally significant, but international brands are carving out space as cities modernise and middle-class consumers grow more adventurous.
Amid these shifting tastes and emerging trends, we find Preeti Arora Razdan, Diageo Southeast Asia’s CEO – a dynamic leader championing both growth and inclusivity across a region as diverse as its drinking habits.
“From the vibrant streets of Bangkok to the distinct modernity of Singapore, the rich cultural tapestry of Jakarta to the bustling commerce of Ho Chi Minh City… my heart belongs to Southeast Asia,” Razdan shares. “The region continues to brim with potential, innovation and a spirit that inspires me every day.”
As a steward of more than 200 brands, Razdan leads with a dual lens: Adapting to global trends while staying authentically grounded in local cultures. Diageo’s strength in Southeast Asia lies not only in its powerhouse portfolio – which includes Johnnie Walker, Don Julio, Tanqueray, Guinness, and Baileys – but in its deep consumer insight and marketing creativity.
(Related: At Rosewood Phnom Penh, it's all about high spirits and higher hopes)
- REDEFINING LEADERSHIP
- PLAYBOOK FOR A BRAVE NEW BUSINESS CULTURE
- BUILDING A BRIGHT FUTURE
- THE WOMAN BEHIND THE TITLE
Redefining Leadership
With a background in FMCG – from luxury beauty to household essentials – Razdan’s leadership style can be described as one of quiet confidence shaped by humility and lived experience. She was also CFO for Diageo APAC before stepping into her current role in 2020. Diageo SEA saw sales increase by 33 percent in 2023 but decline by 8 percent in 2024 – a fact that doesn’t faze her.
“The best career advice I ever received was from a mentor who told me, ‘You can’t be a perfect mum every day, and you can’t be a perfect employee every day’. That changed everything for me,” she reflects. “Balance isn’t about perfection – it’s about doing your best in each moment.”
That belief in compassionate leadership now informs how she runs Diageo SEA. “As a leader, one thing I’ve come to appreciate more each day is that success transcends numbers. Today’s business environment requires leaders who are adept communicators and people-oriented problem solvers.”
In 2025, leadership has moved beyond compliance-driven diversity, equity, and inclusion (DEI) checklists. The rhetoric now frames inclusivity as a business necessity, so the focus is on embedding inclusivity into the very DNA of organisations.
At the same time, the dominant narrative is clear: Organisations must create environments where employees don’t just survive, but thrive. The workplace of 2025 must be one where inclusivity, flexibility and authentic engagement are not mere aspirations but operational imperatives.
“I believe in creating an environment where we are being disruptive and not incremental, where people feel bold enough to experiment, take calculated risks, and accept that not everything will succeed. This way, we might fail fast, but we learn just as quickly too.”
For Razdan, it’s a no-brainer. “We’ve embedded inclusion into how we recruit, develop, and even choose partners. It’s part of our DNA,” she explains. “Across our workforce, our employees are driving ERGs [Employee Resource Groups] themselves, creating a workplace where every voice is valued, and everyone can thrive.”
Under her guidance, Diageo SEA has achieved 50 percent women in leadership, six years ahead of its 2030 target. The region also leads with progressive policies, from equal parental leave and menopause support to domestic violence assistance and flexible work arrangements.
“I believe that when our people feel seen and supported, they do their best work. This is why one of my key focuses is to foster a culture of psychological safety, where teams feel empowered to speak up, take risks, and grow.”
(Related: Zachary Wang's vision for smarter, kinder cities)
- REDEFINING LEADERSHIP
- PLAYBOOK FOR A BRAVE NEW BUSINESS CULTURE
- BUILDING A BRIGHT FUTURE
- THE WOMAN BEHIND THE TITLE
Playbook for a Brave New Business Culture
In a region spanning vastly different consumer needs, Razdan has cultivated a culture where innovation and accountability go hand in hand.
“I believe in creating an environment where we are being disruptive and not incremental, where people feel bold enough to experiment, take calculated risks, and accept that not everything will succeed. This way, we might fail fast, but we learn just as quickly too,” she says. Her mantra of ‘tweak, adapt, and go again’ is how Diageo SEA stays agile, relevant, and impactful.
But innovation must also be purposeful. Accountability, she says, is built through trust and clarity. When people understand the vision and feel trusted to deliver, they innovate fearlessly.
This mindset has helped Diageo SEA respond to the unique needs of each market, whether it’s reimagining how whisky is introduced in Vietnam, supporting bartenders in the Philippines through the Diageo Bar Academy, or launching circular packaging initiatives with ecoSPIRITS in Singapore.
- REDEFINING LEADERSHIP
- PLAYBOOK FOR A BRAVE NEW BUSINESS CULTURE
- BUILDING A BRIGHT FUTURE
- THE WOMAN BEHIND THE TITLE
Building a Bright Future
For Razdan, sustainability is non-negotiable. “Our vision for responsible growth is rooted in creating long-term value for our business, our communities, and the planet.”
In Southeast Asia, she says, this means pioneering grain-to-glass sustainability, reducing carbon footprints, conserving water, and transforming packaging (such as through ecoSPIRITS).
But it also extends to people, through local ecotourism projects, upskilling programmes (such as the Bar Academy), and Learning for Life – Diageo’s initiative to empower women and underrepresented communities.
“Ultimately, responsible growth in Southeast Asia means growing together with our communities, championing innovation, and ensuring that every step forward leaves a positive legacy for future generations,” she says.
(Related: Bettr Group's mission of empowering people, one cup of coffee at a time)
"There’s something to learn from everyone, and we can all benefit from gaining new perspectives to see things in a different light.”
- REDEFINING LEADERSHIP
- PLAYBOOK FOR A BRAVE NEW BUSINESS CULTURE
- BUILDING A BRIGHT FUTURE
- THE WOMAN BEHIND THE TITLE
The Woman Behind the Title
Razdan’s personal philosophy is simple yet powerful: Always seek to grow, challenge yourself, and stay humble. “I believe deeply in the diversity of thought. There’s something to learn from everyone, and we can all benefit from gaining new perspectives to see things in a different light.”
Off-duty, she’s a self-confessed adventure seeker, skydiving, scuba diving and camping with three kids, two boys (aged 19 and 13) and a girl (15). “Taking breaks with my family to pursue adventure always helps put me in a different dimension, allowing me to come back refreshed and recharged, often with new perspectives,” she shares.
Her go-to drink after a long day? A Paloma made with Don Julio Reposado – refreshing, bold, and quietly complex, much like the woman herself. And on special occasions, it has to be Brora – an iconic Scotch whisky that echoes her appreciation for heritage, craftsmanship, and rarity.
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