The global beverage giant brings together premium brands, rare casks and premium distilleries under one luxury brands division.
Diageo has announced the creation of Diageo Luxury Group, a new global division that will bring together premium spirits and luxury experiences under one umbrella. The move brings together luxury brands and premium distilleries. Aiming to lead the premium spirits market, we provide a high-end consumer experience.
The main focus is on accelerating growth for brands that retail for $100 and above and fine-tuning the luxury goods strategy. The initiative will be led by Julie Bramham, Johnnie Walker’s former global brand director and managing director.
“Diageo Luxury Group brings together our finest assets, great brands and talented people to combine tradition with forward-thinking initiatives,” Mr Bramham said. “Diageo is incredibly 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.”
global travel hub
The new group has its sights set on global travel hubs, following recent expansions into key markets such as Indonesia and the UK. The news comes as Diageo also launches a parallel initiative in the domestic market, Diageo Luxury Company (DLC). DLC will focus on building locally relevant luxury brands, including brands such as Don Julio and Cîroc, and will operate across a wide range of price points from £30 onwards.
Key to Diageo Luxury Group’s offering are 15 branded homes and distillery experiences, including Johnnie Walker Princess Street, which has already welcomed more than one million visitors from 141 countries. In addition, Diageo has more than 10 million casks in Scotland, including rare casks from famous distilleries such as Brora and Port Ellen.
Another luxury staple is Justerini & Brooks, Diageo’s fine wine and spirits retailer. We offer fine wines and whiskeys from our exclusive outlet at 41 Burlington Arcade, London. Diageo is no stranger to innovation, and as continued growth plans take shape, Bramham’s team is well-positioned to begin changing the narrative in the luxury goods market.
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