UK corporate, Diageo added a $1.5 billion US MTN facility to its financing arsenal on October 20, to access domestic retail investors (see MTNWeek, issue 153). Many European borrowers are keen to follow Diageo but this is a sector closely guarded by US issuers. And American buyers who traditionally look for top names could prove hard to please. Yet Diageo's $300 million fixed rate 10-year inaugural US MTN trade was announced within a week of signing. And the pricing level achieved was tight at 110 basis points over treasuries. Mike Turnbull, executive director and head of UK corporate coverage at Morgan Stanley Dean Witter (MSDW), the US programme arranger, says: "The issuer acted responsibly to ensure it introduced paper that investors wanted. But it was still able to achieve pricing well inside that of other single-A rated borrowers." Andrew Moorfield, director, corporate finance and capital markets at Diageo, has clear aims for the programme. He says: "Diageo wanted to increase the liquidity of its secondary paper and access second and third tier investors in the US. We hoped in signing the US facility we could diversify the funding base and our maturity profile, for example we had big gaps in the 2002 and 2003 maturities." But some dealers are sceptical as to whether US MTNs are a good option for non-US borrowers. One dealer says: "Many banks are not emphasising the yankee product to issuers, since rapid growth in the Euromarket is offering more arbitrage opportunities." And Ron Ross, director, debt capital markets at Merrill Lynch, says: "The advantage of issuing in Europe for European corporates is a lower fee structure than in the US." Diageo wanted a three- or four-year note for its inaugural, but found that the 10-year deal offered a better price and was what buyers wanted. Paper was sold to 40 retail investor accounts and half of the orders were for under $5 million, with one for $300,000. There are relatively few non-US borrowers with SEC-registered US MTN programmes, although it is steadily increasing. Northern Rock signed a $1 billion facility in May this year. Establishing a name in the market is the main concern for newcomers. Moorfield, at Diageo, believes the MTN trade was piggy-backed on the strength of Diageo's yankee and global bond issues which raised its profile in the US. He says: "There is a yankee premium for non-US borrowers but due to the frequency of Diageo's presence in the market and the success of its global bonds, the premium was diluted. European issuers should be encouraged to look at the market, which is deep and liquid - the premium could be worth it." Diageo was formed in December 1997 when Grand Metropolitan merged with Guinness. Among its many tasty products are Haagan Daz, Smirnoff and Burger King. Diageo, translated from Latin and Greek as everyday all around the world is an apt name, considering its extensive product distribution. Diageo's name may not be universally known in the US but Ross, at Merrill Lynch, believes its success in America is down to its brands. He says: "Diageo's main objective is to tap the retail investor base using the appeal of its well-recognised brand names." Despite being UK-based, Diageo's funding requirement is in dollars since the majority of its business is in the US. Moorfield, at Diageo, says that if the US facility meets the aim of investor diversification, then the ceiling will be raised and it will increasingly be used for funding instead of Diageo's $5 billion Euro-MTN programme. Yet Matthew Antoniou, debt capital markets manager at Diageo, emphasises this does not devalue the Euro-MTN shelf. He says: "Diageo's intention is not to be frequently accessing the market but to be a steady issuer off the Euro-MTN programme. It will continue to do relatively small trades and seek out discreet private placements, but always with aggressive pricing." Diageo has not ruled out trading in the Euromarket before the close of 1999. And Moorfield, at Diageo, says a $50 million US MTN will be issued in the next few weeks. Diageo sells itself as a flexible and sophisticated issuer, keen to meet investors' needs, which is crucial in the competitive US market. Antoniou, at Diageo, says: "Diageo is open to all structure ideas and will consider any type of note as long as the price is good. We can give an answer to our dealers within 24 hours." But Moorfield, at Diageo, adds: "Diageo is cash-rich and is not prepared to pay a premium to do a particular structure or lengthy maturity." Diageo had good demand for its first US MTN but if it issues more frequently it may have to compromise on levels, especially for short-dated deals. Yet Bob Bonefide, head of MTN and CP origination at MSDW in New York, says: "The US market is so large, deep and diverse it would be impossible for Diageo to reach saturation point. Even for GMAC and GE Capital, issuing billions of dollars-worth of debt, good pricing can still be achieved." He expects more European issuers will sign US programmes in 2000. Turnbull, at MSDW, says Diageo is equipped with a variety of funding vehicles in order to have flexiblity. He says: "Diageo is always reasonable in its expectations. Markets go in cycles and Diageo's pragmatic approach to funding means it won't dump money into a market that doesn't want it."
August 04, 2000