Diageo Launches Luxury Group to Unite Global High-End Spirits

Diageo has launched a new global division, the Diageo Luxury Group, which will consolidate its premium assets into a single portfolio for the first time. The group includes high-end brands like Brora, Port Ellen, and Justerini & Brooks, as well as Scottish heritage brands like Johnnie Walker Princes Street. The new division aims to drive growth for brands retailing at $100 (£78) and above, capitalizing on the rapidly growing luxury segment in spirits since 2020.

Julie Bramham, former global brand director of Johnnie Walker, will head the Diageo Luxury Group. Her team will focus on strategic growth and marketing for these premium brands, with particular attention to key global markets, influential cities, and global travel sectors.

In addition, Diageo Great Britain has launched the Diageo Luxury Company (DLC), focusing on luxury brands at a broader price point of £30 and above, including Don Julio, Johnnie Walker, and Cîroc. This expansion signals Diageo’s ambition to dominate the luxury spirits sector globally, combining its heritage assets with a forward-looking strategy.