Why I’d sell Diageo plc and buy Next plc

There’s a big reason for me to switch from Diageo plc (LON:DGE) to Next plc (LON:NXT).

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The market likes this morning’s interim results announcement from clothing retailer Next (LSE: NXT) and the shares are up around 11.5% as I write.

At first glance, there’s nothing to get excited about in the figures. Total sales declined by 2.2% compared to a year ago and earnings per share dropped 6.2%. The directors kept the dividend at last year’s level suggesting a neutral stance, so why have the shares rocketed?

Looking for recovery?

I think the market is looking for a recovery with Next because even after today’s rise the share price is still more than 36% down from the highs it reached at the end of 2016 — the well-flagged softening of the retail sector left its mark on the firm for sure. I think we are seeing the move up today because of what the directors had to say in this interim report about the outlook.

Should you invest £1,000 in Diageo right now?

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While acknowledging that the first half of the year had been difficult as they expected, they said the trading outcome over the last three months has been “encouraging on a number of fronts.”  Although they are expecting the retail environment to remain difficult they think the firm’s forward prospects “appear somewhat less challenging than they did six months ago.”   

After upgrading revenue and profit guidance a little, the firm thinks full-year sales will be between 2% down and 1.5% up on last year, and profit before tax will decline between 13.1% and 5.5% compared to last year’s outcome. Those figures may seem a little grim but they aren’t quite as bad as before this announcement, and I think this faint whiff of recovery may be the catalyst for today’s rise in the shares.

Valuation matters

The big attraction, of course, is that on standard valuation indicators the stock looks cheaper than it has for several years. At 4,835p, the stock trades on a price-to-earnings (P/E) ratio for the current year near 11, and the dividend yield runs close to 3.7%. Maybe one day the P/E rating will return to high double-digits and we’ll be measuring the dividend yield in the two’s again, suggesting significant share-price appreciation from here.

I think there’s a good chance Next will re-rate again and I’d rather take my chances with the firm than with premium drinks company Diageo (LSE: DGE) right now. Although I’m a big fan of defensive firms such as Diageo, I think the valuation is ahead of itself and the dividend yield is poor. I fear that defensives could go out of fashion causing a valuation rerating downwards.

Rotation imminent?

At today’s 2,553p share price, Diageo trades on a forward P/E rating of almost 22 for the year to June 2018, yet City analysts following the firm expect earnings to grow just 8% that year. To me, that looks like a growth rating for workmanlike expectations and the forward yield of around 2.6% is not enough to compensate for the over-pricing.

The stock has had a good run but the valuation-trade making cyclicals such as Next appealing could see the large-scale rotation out of the defensives driving the rating of firms such as Diageo down.

But here’s another bargain investment that looks absurdly dirt-cheap:

Like buying £1 for 31p

This seems ridiculous, but we almost never see shares looking this cheap. Yet this Share Advisor pick has a price/book ratio of 0.31. In plain English, this means that investors effectively get in on a business that holds £1 of assets for every 31p they invest!

Of course, this is the stock market where money is always at risk — these valuations can change and there are no guarantees. But some risks are a LOT more interesting than others, and at The Motley Fool we believe this company is amongst them.

What’s more, it currently boasts a stellar dividend yield of around 10%, and right now it’s possible for investors to jump aboard at near-historic lows. Want to get the name for yourself?

See the full investment case

Should you invest, the value of your investment may rise or fall and your capital is at risk. Before investing, your individual circumstances should be assessed. Consider taking independent financial advice.

Kevin Godbold has no position in any of the shares mentioned. The Motley Fool UK has recommended Diageo. Views expressed on the companies mentioned in this article are those of the writer and therefore may differ from the official recommendations we make in our subscription services such as Share Advisor, Hidden Winners and Pro. Here at The Motley Fool we believe that considering a diverse range of insights makes us better investors.

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