Diageo Luxury Group is combining its luxury products into one new division, from rare and exceptional spirits to branded homes. The new division will oversee the management of the Diageo luxury portfolio, the creation of the luxury innovation pipeline of products, the development of the private client business, and luxury spaces and experiences at Diageo’s premier brand homes. The company will be led by Managing Director Julie Bramham, former global brand director for Johnnie Walker.
12 November 2024: Diageo Luxury Group, announced today, is a new global division that will combine Diageo’s luxury assets into one portfolio, including major luxury brands Brora, Port Ellen and Johnnie Walker Princess. – Home of iconic Scottish brands including Street and fine wine business Justerini & Brooks.
The new division will be responsible for working with respective brand stewards around the world to develop luxury strategies and accelerate growth for brands that retail above $100. This is expected to be the most popular international spirits category in 2020 and beyond, supported by long-term consumer trends such as growing interest from young and diverse consumers2 and a growing desire for intangible experiences in luxury goods. This is the fastest growing price range.
Led by Julie Bramham, former global brand director at Johnnie Walker, who is also responsible for developing and delivering Diageo’s marketing transformation agenda, existing colleagues from the marketing, sales and commercial teams will take on new strategy and leadership as Diageo Luxury. We decided to work together under the. The Group aims to become the number one premium spirits company in the world4.
Diageo Luxury Group will focus on key influential cities around the world, global travel and the UK market, home of Scotch whisky. The news comes as Diageo Great Britain simultaneously launches its domestic market division, Diageo Luxury Company (DLC). Operating across a wide price range from £30 onwards, the DLC will focus on building locally relevant luxury brands and memorable consumer experiences, working with brands such as Don Julio, Johnnie Walker and Ciroc .
As overseers of some of the world’s most famous distilleries, Diageo offers branded homes and premium spirits experiences, trusted private customer service, and an extensive network of premium professionals, artisans and beverage industry talent. The Luxury Group covers:
Diageo’s 15 branded home and distillery visit experiences include Johnnie Walker Princess Street, which has welcomed more than one million visitors from 141 countries since opening three years ago; For Scotch alone, Diageo has access to more than 10 million casks from more than 30 distilleries, roughly half of the total number of casks currently sitting idle in Scotland. These include “ghost” stock in Port Ellen and Brora, premium distilleries by reservation, and icons of the whiskey world that have been meticulously re-envisioned and restored to their former glory. Shaping the future of Justerini & Brooks, one of the UK’s oldest fine wine and spirits retailers, including an exclusive shopping destination at 41 Burlington Arcade and an impressive portfolio of whiskey and wine. The company celebrates its 275th anniversary this year and has become a symbol of quality. Relationships with an exclusive community of global clients who enjoy exceptional access to Diageo’s exceptional products and unparalleled experiences. One of the whiskey industry’s most established and diverse barrel ownership programs, Casks of Distinction provides access to purchase individual barrels of rare Scotch whisky, from Diageo’s inventory. Only a small number of fully mature barrels are selected and sourced from some of Scotland’s most historic distilleries. Diageo will soon launch the second installment of ‘The Twelve’ with Cask of Distinction – a single cask product that will never be repeated or created again. More transformative and iconic collaborations with trade partners, brands and a pipeline of innovations will come to fruition.
Julie Bramham, managing director of Diageo Luxury Group, said: “We are proud to be building on Diageo’s finest assets – a collection of outstanding brands and talented individuals who can combine tradition with forward-thinking initiatives. ” Diageo is in a great position to offer clients and customers by integrating a wide range of luxury products, with a focus on expanding luxury-based experiences. We look forward to an exciting future. ”
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Premium International Spirits is a $12.7 billion category (IWSR 2023CY), growing twice as fast as IS overall, and has grown by IS in both volume (CAGR 12%) and value (CAGR 18%) since 2020. This is the fastest growing price range within the market.
(1) IWSR2023
(2) Kantar, Diageo Brand Guidance System 2024
(3) Bain Altagamma 2023
(4) Market share of Prestige and Prestige+ International Spirits by IWSR
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About Diageo:
Diageo is a global leader in beverage alcohol, with an outstanding collection of brands across the spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan’s Whiskey, Smirnoff, Searock, Ketel One Vodka, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands and our achievements, please visit www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, to find out how to share information, initiatives and best practice.
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