UK – Diageo, British multinational alcoholic beverage company, has launched Diageo Luxury Group, a new global division that unites Diageo’s luxury assets into one portfolio from exceptional spirits to brand homes.
The new division will be led by Julie Bramham, former Global Brand Director of Johnnie Walker, who is also responsible for shaping and delivering the marketing transformation agenda at Diageo.
The Diageo Luxury Group will focus on key influential cities around the world, Global Travel and the market of Great Britain, the home of Scotch whisky.
The new division will also oversee management of luxury portfolio, creation of luxury innovation, and experiences at pinnacle brand homes.
The new division will oversee the development of luxury strategies and drive the expansion of brands priced at US$100 and above, in collaboration with their global brand stewards.
This price tier has been the fastest-growing segment in international spirits since 2020, fuelled by long-term consumer trends such as increasing interest from young and diverse consumers and a rising demand for intangible luxury 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.”
The launch is simultaneous to the unveil of the Diageo Luxury Company (DLC), a division within its home market, by the Diageo Great Britain.
The DLC will focus on locally relevant luxury brand building and memorable consumer experiences, working with brands including Don Julio, Johnnie Walker, and Cîroc.
The new branding is in line with Diageo’s growth ambition to deliver the company’s next phase of sustainable growth, which also necessitated the sale of its shareholding in Guinness Nigeria to Tolaram.
Tolaram is a holding company headquartered in Singapore with diversified business interests in consumer goods, fintech, infrastructure and industrials.
Guinness Nigeria PLC will, however, continue the production and nationwide distribution of Guinness and its other locally manufactured brands in Nigeria under a licence and royalty agreement.
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