Diageo has launched a new division called the ‘Diageo Luxury Group’ to consolidate its luxury brands.
- This new group includes premium spirits like Brora and Port Ellen and landmark locations such as Johnnie Walker Princes Street.
- Julie Bramham will lead this initiative, aiming to accelerate growth in the fast-expanding luxury spirits market.
- Diageo plans to focus on global influential cities and travel hubs to enhance brand presence.
- Simultaneously, the Diageo Luxury Company is set to target the market in Great Britain with a broader product range.
Diageo has taken a significant step by forming the ‘Diageo Luxury Group’, a new global division dedicated to uniting its high-end brands under a singular portfolio. This strategic move is designed to consolidate luxury brands such as Brora and Port Ellen, and iconic Scottish locations like Johnnie Walker Princes Street, alongside luxury wine business, Justerini & Brooks. The division’s creation comes as the high-end spirits category, particularly in the price range above $100, has seen rapid growth internationally since 2020.
Julie Bramham, previously the global brand director for Johnnie Walker, will spearhead the new group. Her leadership aims to orchestrate a luxury strategy that accelerates brand development globally. Her vision focuses on cultivating a strong presence in key influential cities worldwide and expanding offerings to meet the demands of global travelers. Diageo’s reorganization aligns its marketing, sales, and commercial teams under this new luxury-centric strategy and leadership.
The Diageo Great Britain has simultaneously introduced the Diageo Luxury Company (DLC) to operate within the domestic market, focusing on brands with prices starting at £30 and above. This division will concentrate on building robust, locally relevant luxury brands, including well-known names like Don Julio, Johnnie Walker, and Cîroc. By integrating local market strategies, Diageo aims to adapt its premium offerings to cater to the Great Britain market’s unique preferences.
Julie Bramham expressed enthusiasm about the opportunities this consolidation brings. “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,” Bramham remarked, highlighting the potential for growth and expansion. She emphasized the harmonization of luxury offerings and the enhancement of experiences as fundamental to achieving Diageo’s growth objectives.
Diageo’s new luxury divisions mark a strategic shift towards unifying and expanding its high-end spirit offerings globally and locally.
