Diageo has united its high-end assets under a new portfolio named the Diageo Luxury Group.
The new division will be responsible for “chartering luxury strategy” and accelerating the growth of brands that retail at $100 and above, in partnership with their respective brand stewards globally.
In all, the Diageo Luxury Group will encompass 15 brand homes and distillery visitor experiences, including Brora, Port Ellen, Johnnie Walker Princes Street (below) and luxury wine business Justerini & Brooks.
The new group aims to become “the number one luxury spirits company in the world” and will be led by Julie Bramham, former Global Brand Director of Johnnie Walker, who is also responsible for shaping and delivering the marketing transformation agenda at Diageo.
She 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.”
The new group will also focus on key influential cities around the world, as well as global travel.
