Diageo, a global leader in the beverage industry, is setting a new standard in the luxury spirits market with the formation of the Diageo Luxury Group. This new global division unites Diageo’s top-tier brands, exclusive distilleries, and upscale consumer experiences under one luxurious umbrella. With a keen focus on premium quality and heritage, Diageo Luxury Group is poised to lead the luxury spirits market and redefine high-end drinking experiences.
Led by managing director Julie Bramham, former global brand director of Johnnie Walker, the Diageo Luxury Group is focused on accelerating the growth of brands retailing at $100 and above while honing its luxury strategy. Bramham emphasizes that this initiative brings together Diageo’s finest assets, heritage brands, and a forward-thinking approach to luxury.
“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.”
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Targeting Global Travel Hubs
Expanding its luxury presence, Diageo Luxury Group has set its sights on key global travel hubs. Recent expansions include markets like Indonesia and Great Britain, enhancing Diageo’s footprint in strategic locations. -
Launch of the Diageo Luxury Company (DLC)
Diageo is also introducing the Diageo Luxury Company (DLC) in its home market, a parallel initiative focused on locally relevant brand-building in the luxury category. The DLC will encompass a broader price range, from £30 upwards, and will include celebrated brands like Don Julio and Cîroc. -
Exclusive Brand Homes and Distillery Experiences
Diageo’s luxury portfolio features 15 brand homes and distillery experiences, such as the renowned Johnnie Walker Princes Street in Edinburgh, which has already attracted over a million visitors from 141 countries. These venues offer immersive experiences that connect consumers to the heritage and craftsmanship behind each brand. -
Rare Cask Collection
Diageo is home to over 10 million casks in Scotland, with rare stocks from legendary distilleries like Brora and Port Ellen, underscoring the brand’s commitment to quality and exclusivity. These rare casks are a testament to Diageo’s deep roots in the whisky world and its focus on creating timeless spirits. -
Justerini & Brooks
A Diageo-owned fine wine and spirits merchant, Justerini & Brooks showcases premium wines and whiskies from its luxury outlet at 41 Burlington Arcade in London. This establishment is a staple in the luxury market, providing rare and exquisite bottles to discerning clients.
With these strategic moves, Diageo Luxury Group is set to lead a narrative shift in the luxury spirits market, catering to a growing demand for exclusivity, heritage, and high-end experiences. The initiative not only solidifies Diageo’s position in the global luxury spirits sector but also reflects its commitment to innovation and growth in the ever-evolving luxury landscape.
