For the last three years the French wine and spirits giant, whose portfolio includes Absolut vodka, Chivas Regal scotch and Malibu rum, has invited an up-and-coming fine art photographer to shoot a series of portraits for its annual report, building a one of a kind collection in the process.

FORBES: The New Corporate Art Collection: The Annual Report

He is pondering dropping his pursuit of Captain Morgan in exchange for Diageo's existing rum, Malibu, which the number-one drinks company must sell to satisfy regulators.

ECONOMIST: Face value: The mixer | The