Diageo has announced the formation of a new division that unites its premium brands into a single portfolio, marking a significant evolution in the company’s approach to high-end spirits.
The ‘Diageo Luxury Group’ has been established to bring together the company’s key luxury brands, including Brora and Port Ellen, as well as notable Scottish brand homes like Johnnie Walker Princes Street. Furthermore, it encompasses their luxury wine business, Justerini & Brooks. This strategic move is intended to steer the company’s luxury strategy and accelerate the development of brands that retail for $100 (£78) or more, in collaboration with brand stewards worldwide.
This development reflects the rapid growth of the premium spirits category, specifically the segment priced over $100, which has become the fastest-growing sector in the international spirits market since 2020. Julie Bramham, previously the Global Brand Director for Johnnie Walker who played a pivotal role in the marketing transformation at Diageo, will lead the new luxury division. Her expertise is expected to be a driving force for the company’s ambitions in the luxury market.
Aligned with this new strategy, existing marketing, sales, and commercial teams have been reorganised under this new leadership. The Diageo Luxury Group aims to be the foremost luxury spirits company globally, concentrating on influential cities, global travel spaces, and the British market—home to Scotch Whisky.
Simultaneously, Diageo Great Britain has launched the Diageo Luxury Company (DLC), targeting a broader price range of £30 and up, to foster locally relevant luxury brand development. The DLC will work with famed brands such as Don Julio, Johnnie Walker, and Cîroc.
Julie Bramham emphasised the privilege of managing Diageo’s premium assets, describing the collection as a blend of heritage and forward-thinking ambition: “We are privileged to hold Diageo’s finest assets in our possession – a collection of exceptional brands and talented individuals that allow us to combine heritage with a forward-thinking drive. 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.”
This strategic restructuring by Diageo signifies a robust approach towards strengthening its position in the luxury spirits market, leveraging a blend of heritage and advanced strategic planning. The creation of the Diageo Luxury Group and the Diageo Luxury Company indicates the company’s forward-thinking initiatives to dominate in both global and local arenas.
