Diageo launches Global Luxury Division

Diageo created the Diageo Luxury Group to unite its global luxury spirits and experiences for the first time. The Diageo Luxury Group is a new global division which unites Diageo’s luxury assets into one portfolio including key luxury brands Brora and Port Ellen, iconic Scottish brand homes including Johnnie Walker Princes Street, and luxury wine business Justerini & Brooks.

The new division will be responsible for chartering luxury strategy and accelerating the growth of Diageo brands that retail at $100 and above, in partnership with their respective brand stewards globally.

The Diageo Luxury Group will focus on key influential cities around the world, Global Travel, and the market of Great Britain, which is the home of Scotch whisky. 

The news comes as Diageo Great Britain simultaneously launches the Diageo Luxury Company (DLC). Operating within a broader price point of £30+, the DLC will focus on locally relevant luxury brand building and memorable consumer experiences, working with brands including Don Julio, Johnnie Walker, and Cîroc.