Diageo, owner of Johnnie Walker, will combine its luxury spirit and experience under a new division.
Diageo Luxury Group is the company’s new luxury division and will be responsible for leading the luxury strategy and accelerating the growth of brands selling above US$100.
Julie Bramham has been appointed Managing Director of Diageo Luxury Group, moving from her previous role as Global Brand Director at Johnnie Walker.
Diageo Luxury Group will bring together brands such as Brora and Port Ellen with its 15 branded home and distillery experiences, including Johnnie Walker Princess Street.
It will also help grow Justerini & Brooks, one of the UK’s oldest fine wine and spirits retailers.
“We are honored to own Diageo’s finest assets – a collection of great brands and talented individuals who can combine tradition with forward-thinking initiatives,” said Mr Bramham.
“Diageo is well-positioned to deliver for our clients and customers by integrating our wide range of luxury products, with a focus on expanding luxury-based experiences. We look forward to an exciting future. Masu.”
Citing data from IWSR Beverage Market Analysis, Diageo noted that the premium international spirits category is a US$12.7 billion industry (according to 2023 data) and is growing twice as fast as international spirits overall. . Since 2020, it has been the fastest growing price point among international spirits, both in terms of volume (CAGR 12%) and value (CAGR 18%).
Diageo Luxury Group will focus on the world’s major cities and global travel retail, with a particular focus on the UK through its specialist divisions.
Diageo Luxury Company UK Division
The global launch coincides with the launch of Diageo Luxury Company (DLC) Great Britain. The UK division will be led by general manager Hinesh Shah.
Mr. Shah, who has 14 years of experience at Diageo, most of which was based in North America in finance, sales and strategy roles, said: Don Julio and Casamigos are at the center of a luxurious conversation.
“But now is the time to take it to the next level by leveraging our great trade partnerships and marketing expertise to grow the luxury brand like never before.”
DLC Great Britain will focus on five premium spirits brands: Don Julio, Casamigos, Johnnie Walker, The Singleton and Ciroc. It will have a broader price range, focusing on products that retail for more than £30 ($38).
Nuno Telles, managing director of Diageo GB, added: “Through innovation, investment in diverse talent, and a commitment to execution excellence, DLC is committed to shaping the future of premium beverages.
“Our GB business has a proud history of developing authentically crafted brands, and Hinesh and his team are committed to firmly anchoring these brands, and the tequila and scotch categories, in the future of luxury celebration. I am confident that it will work.”
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