Diageo has announced Diageo Luxury Group, a newly created global division of the business. Under the Group, Diageo will collate its luxury assets, which include whisky brands, whisky experience and venues, and wine and spirits merchant Justerini & Brooks.

 

Diageo is a giant in the spirits world, and holds some of the highest-profile brands in the world in its portfolio, including Johnnie Walker. Earlier this year, Diageo reopened iconic Islay whisky distillery Port Ellen, which had closed in 1983.

 

Diageo Luxury Group will be led by former Johnnie Walker global brand director Julie Bramham. Existing colleagues from Diageo’s sales, marketing, and commercial teams will join Bramham in the new Group. Their purpose will be to drive luxury strategy and accelerate brand growth for Diageo’s luxury portfolio. The move reflects the growth in value of luxury spirits internationally, suggested in data from the IWSR cited by Diageo.

 

Simultaneous to the launch, Diageo GB has announced the launch of the Diageo Luxury Company (DLC), which will focus on building luxury brands locally for its home market.

 

Julie Bramham, managing director of the Diageo Luxury Group, commented: “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.”

 

Within Diageo Luxury Group’s remit will be Diageo’s 15 brand homes and distillery visitor experiences — including Johnnie Walker Princes Street, which recently welcomed its millionth visitor. It will also look after luxury whisky stocks from Diageo’s many distilleries, including casks of spirit distilled at Port Ellen and Brora before they closed their doors, liquid which has become much sought after in the time since.