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Diageo forms new Luxury Group

14 November 2024 By Sophie Arundel

The global drinks giant is bringing its finest brands, rare casks, and upscale distilleries together under one luxury umbrella division.

Diageo has announced the formation of the Diageo Luxury Group, a new global division consolidating its premium spirits and luxury experiences under one umbrella. The move unites premium brands, exclusive distilleries. and high-end consumer experiences in an aim to lead the luxury spirits market.

The key focus is on accelerating the growth of brands that retail at US$100 and above, and fine tuning luxury strategy. Leading the initiative is managing director Julie Bramham, former global brand director of Johnnie Walker.

“The Diageo Luxury Group brings together our finest assets, exceptional brands and talented individuals, to combine heritage with a forward-thinking drive,” Bramham said. “Bringing the breadth of our luxury offering together, alongside a focus on expansion of our luxury-based experiences, has Diageo incredibly well-placed to deliver for our clients and customers.”

Global travel hubs

The new group has its sights set on global travel hubs, following previous expansion into Indonesia recently, and key markets such as Great Britain. The news comes as Diageo is also launching the Diageo Luxury Company (DLC), a parallel initiative in its home market. Focusing on locally relevant luxury brand building, DLC will operate within a broader price point of £30+, encompassing brands such as Don Julio and Cîroc.

Key to the Diageo Luxury Group’s offering are its 15 brand homes and distillery experiences, including the Johnnie Walker Princes Street, which has already welcomed more than one million visitors from 141 countries. Additionally, Diageo holds more than 10 million casks in Scotland, with rare stocks from famed distilleries like Brora and Port Ellen.

Another luxury staple is Justerini & Brooks, Diageo’s fine wine and spirits merchant, offering premium wines and whiskies from its luxury outlet at 41 Burlington Arcade in London. Diageo is no stranger to innovation, and as plans for continued growth take shape, Bramham’s team are well positioned to kickstart a narrative shift in the luxury market.