The Diageo Luxury Group’s portfolio includes alcoholic drinks brands such as Brora, Port Ellen, Justerini & Brooks and Johnnie Walker.
Julie Bramham, who formerly acted as the global brand director of Johnnie Walker, has been appointed as the division's managing director.
The luxury division has been tasked with accelerating the growth of brands that retail at $100 and above, which IWSR data suggests is the fastest growing price tier in international spirits since 2020.
Meanwhile, Diageo has launched a Britain-specific Diageo Luxury Company, which will focus on the £30 and up price point. This division will encompass brands such as Johnnie Walker, as well as Mortlach, Don Julio and Cîroc.
Focus on Britain
The focus in Britain is partly driven by the demand for Scotch Whisky, with Johnnie Walker Princes Street distillery a key attraction for visitors from around the world. 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.
Furthermore, Diageo will soon be expanding its Casks of Distinction ownership programme, which offers customers access to purchase individual casks of rare Scotch Whisky from Diageo’s stocks.
Bain Altagamma research has noted the growing interest among consumers in luxury experiences that complement premium brands, a consideration which is driving this strategy in part.
Luxury-based experiences
“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 incredibly well-placed to deliver for our clients and customers. I look forward to an exciting future.”
Beyond its luxury portfolio of brands, Diageo owns the likes of Guinness, Captain Morgan and Baileys.
Another area of focus for the firm has been in the non-alcoholic category, with a €30m investment into the production of Guinness 0.0 at St. James’s Gate in Dublin announced last month.
