This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
Diageo forms Luxury Group to accelerate growth
Johnnie Walker owner Diageo will combine its luxury spirits and experiences under a new division.
The Diageo Luxury Group is the company’s new luxury division, which will be responsible for leading the luxury strategy and accelerating the growth of brands that sell for US$100 or more.
Julie Bramham has been appointed managing director of the Diageo Luxury Group, moving from her previous role of global brand director for Johnnie Walker.
The Diageo Luxury Group will unite brands such as Brora and Port Ellen, and the company’s 15 brand homes and distiller experiences, such as Johnnie Walker Princes Street.
It will also help to grow Justerini & Brooks, one of the UK’s oldest fine wine and spirits merchants.
“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,” said Bramham.
“Bringing the breadth of our luxury offering together, alongside a focus on expansion of our luxury-based experiences, has Diageo well-placed to deliver for our clients and customers. I look forward to an exciting future.”
Diageo cited data from IWSR Drinks Market Analysis, which noted the luxury international spirits category is a US$12.7 billion industry (according to 2023 data), growing twice as fast as international spirits overall. It has been the fastest-growing price tier in international spirits since 2020 in both volume (CAGR 12%) and value terms (CAGR 18%).
The Diageo Luxury Group will focus on key cities worldwide and global travel retail – with a particular focus on Great Britain through a dedicated arm.
The Diageo Luxury Company Great Britain division
The global launch coincides with the launch of the Diageo Luxury Company (DLC) Great Britain. The Great Britain arm will be led by general manager Hinesh Shah.
Shah, who has 14 years’ experience at Diageo, most of which has been based in North America in finance, sales and strategy roles, said: “We have built a strong foundation in the luxury beverage space, driving the likes of Johnnie Walker, Don Julio, and Casamigos to the heart of the luxury conversation.
“But it’s time to take it to the next level, utilising our incredible trade partnerships and marketing expertise to grow our luxury brands like never before.”
DLC Great Britain will focus on five luxury spirits brands: Don Julio, Casamigos, Johnnie Walker, The Singleton, and Cîroc. It will have a broader price point, focusing on products that retail for £30 (US$38) and up.
Nuno Teles, managing director Diageo GB, added: “Through innovation, investing in diverse talent, and a commitment to excellence in execution, the DLC promises to shape the future of luxury beverages.
“Our GB business has a proud history of developing authentically crafted brands, and I’m confident that Hinesh and his team will engrain these brands, and the Tequila and Scotch categories, into the future of luxury celebrations.”
Related news
US spirits face 'challenging' 2025