Diageo has announced the launch of the Diageo Luxury Group, a new global division that brings together its high-end spirits, brand homes, and exclusive experiences under one umbrella. This new division will focus on Diageo’s top luxury brands, including Brora and Port Ellen, as well as visitor attractions like Johnnie Walker Princes Street in Edinburgh and the London wine merchant Justerini & Brooks.
Led by Managing Director Julie Bramham, formerly Global Brand Director of Johnnie Walker, the Diageo Luxury Group will oversee the development of new premium products, manage private client services, and enhance luxury spaces across Diageo’s brand homes as the group taps into the premium spirits priced at $100 and above market, a segment that has seen significant growth since 2020. This luxury segment has been the fastest-growing tier in international spirits since 2020, driven by rising interest among young consumers and an increased appetite for unique experiences.
The Diageo Luxury Group will focus on key global cities, duty-free travel retail, and the British market.
At the same time as this global initiative, Diageo Great Britain is launching a local counterpart, the Diageo Luxury Company (DLC), to develop luxury experiences and brand-building efforts for products priced at £30 and above, with a focus on brands like Don Julio, Johnnie Walker, and Cîroc.
This division will bring together 15 brand homes and distillery visitor experiences including Johnnie Walker Princes Street, which has welcomed over a million visitors from 141 countries in its three years of operation as well as Diageo’s extensive stock range. These stocks include over 10 million maturing Scotch whisky casks, representing nearly half of all casks in Scotland, with rare “ghost” stocks from closed distilleries like Port Ellen and Brora.
The group will also oversee the Casks of Distinction programme, offering select clients access to rare, individual casks while Diageo’s private client business will provide exclusive access to premium offerings and experiences.
Julie Bramham, Managing Director, the Diageo Luxury Group, 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.”
