A new global division of Diageo has been launched to unite its luxury assets into one portfolio, including key luxury brands Brora, Port Ellen and Johnnie Walker Princes Street, and luxury wine business Justerini & Brooks.
The Diageo Luxury Group will be responsible for chartering a luxury strategy and accelerating the growth of brands that retail at $100 and above, in partnership with their respective brand stewards globally.
Diageo noted that this has been the fastest-growing price tier in international spirits since 2021, underpinned by long-term consumer trends, like a growing interest from young and diverse consumers, and the growing desire for intangible experiences in luxury.
The new division will be led by Julie Bramham, the former global brand director of Johnnie Walker, who is also responsible for shaping and delivering the marketing transformation agenda at Diageo.
Furthermore, existing colleagues within the marketing, sales and commercial teams have been aligned under this new strategy and leadership, as the Diageo Luxury Group aims to become the number-one luxury spirit company in the world.
“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.”
The Diageo Luxury Group will encompass Diageo’s 15 brand homes and distillery visitor experiences, including Johnnie Walker Princes Street, which has welcomed over a million visitors from 141 countries since it opened three years ago.
In Scotch alone, Diageo has access to over ten million casks from over 30 distilleries – approximately half of the total number of casks currently resting in Scotland. These include ‘ghost’ stocks from the Port Ellen and Brora appointment-only luxury distilleries.
The new division will also be responsible for shaping the future of Justerini & Brooks, one of the UK’s oldest fine-wine and -spirit merchants, including a luxury shopping destination at 41 Burlington Arcade and its portfolio of whisk(e)y and wine. Justerini & Brooks is celebrating its 275th anniversary this year.
