Aiming to become the ‘number one luxury spirits company’ in the world, Diageo has brought its ‘rare and exceptional spirits’ and premium consumer experience brand homes under one corporate roof – the Diageo Luxury Group.
With former global brand director of Johnnie Walker, Julie Bramham, as its managing director, the Diageo Luxury Group encompasses key brands Brora and Port Ellen, Scottish brand homes including Johnnie Walker Princes Street, and wine business Justerini & Brooks.
The new division will be responsible for charting Diageo’s luxury strategy and accelerating the growth of brands that retail at $100 and above, in partnership with their respective brand stewards globally, focussing on key influential cities around the world, global travel and the GB market.
Diageo Great Britain has simultaneously launched the Diageo Luxury Company, a division within the home market. Operating within a broader price point of £30+, the DLC will focus on locally relevant luxury brand building and consumer experiences, working with brands including Don Julio, Johnnie Walker, and Cîroc.
Diageo currently has 15 brand homes and distillery visitor experiences, including Johnnie Walker Princes Street. In Scotch alone, Diageo has access to over 10 million casks from over 30 distilleries, approximately half of the total number of casks currently resting in Scotland.
These include ‘ghost’ stocks from Port Ellen and Brora, appointment-only, luxury distilleries, described as ‘icons of the whisky world which have been meticulously re-envisioned and restored to their former glory’.
Julie Bramham said: “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. I look forward to an exciting future.”
Since 2020, the luxury end of the market has been the fastest growing price tier in international spirits, underpinned by long term consumer trends, like the growing interest from young and diverse consumers, and increasing desire for ‘intangible’ premium experiences.
