Diageo has announced the formation of a new global division aimed at bringing together its high-end spirits into a unified portfolio for the first time.
The newly established ‘Diageo Luxury Group’ will consolidate the company’s prestigious brands such as Brora, Port Ellen, and Johnnie Walker Princes Street, as well as luxury wine enterprise Justerini & Brooks. This initiative marks Diageo’s strategic effort to align and accelerate the growth of its brands that retail at $100 (£78) and above. The move is timely as the luxury spirits segment priced over $100 has shown remarkable growth as the fastest-expanding price category in international markets since 2020.
Julie Bramham, a seasoned expert with her previous role as the global brand director of Johnnie Walker, has been appointed to lead this new division. She will be leveraging her extensive experience in marketing to shape the strategic direction of the group. Bramham expressed optimism about the future, stating, “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.”
The Diageo Luxury Group plans to focus on key influential cities and global travel markets, with a particular emphasis on Great Britain, renowned as the home of Scotch Whisky. Meanwhile, Diageo Great Britain has also introduced a new division known as the Diageo Luxury Company (DLC) to cater to a broader price range starting from £30. This sub-division will concentrate on building locally relevant luxury brands, working with products like Don Julio, Johnnie Walker, and Cîroc.
Existing teams within Diageo’s marketing, sales, and commercial departments have been realigned to support this initiative. The overarching goal of the Diageo Luxury Group is to establish it as the world’s leading luxury spirits company. The integration of these strategic components underscores Diageo’s commitment to expanding its footprint in the luxury spirits market.
Diageo’s strategic initiative to create the Diageo Luxury Group represents a significant milestone in consolidating its luxury offerings and positioning itself as a leader in the high-end spirits industry.
