Diageo Creates Standalone Luxury Division
Spirits company Diageo is bringing its luxury assets under a new business umbrella, Diageo Luxury Group.
The global division will focus on accelerating growth for luxury brands that retail at $100 or above, including Brora, Port Ellen, Johnnie Walker Princes Street, and Justerini & Brooks.
About Diageo Luxury Group
The restructure brings leadership changes. Julie Bramham, former global brand director of Johnnie Walker, is now tasked with leading the new business unit as its managing director. She will focus on influential markets poised for luxury growth, global travel, and Great Britain (where Scotch Whisky originated).
Diageo Luxury Group will include oversight of:
- Diageo’s 15 brand headquarters and distillery visitor experiences, including Johnnie Walker Princes Street
- Over 10 million casks from over 30 distilleries in Scotland, including appointment-only, luxury distilleries
- U.K.’s luxury retail center for Justerini & Brooks at 41 Burlington Arcade
- Cask ownership program Casks of Distinction, which will include limited-time, single-cask offerings
Also read: Diageo's North America Business Acquires Ritual Spirits
“Bringing the breadth of our luxury offerings together, alongside a focus on expansion of our luxury-based experiences, has Diageo incredibly well-placed to deliver for our clients and customers,” said Bramham.
She will continue to oversee Diageo’s marketing transformation strategy. Marketing, sales, and commercial teams are now aligned under the new strategy and leadership.
Diageo Great Britain has also launched its own luxury division — Diageo Luxury Company — which includes such brands as Don Julio, Johnnie Walker, and Cîroc. The segment will work with brands in the $38 USD-plus range (based on current conversion rates).
