The New Diageo Luxury Group Will Unite Luxury Spirit Brands

The Diageo Luxury Group will unite brands such as Port Ellen and Brora and brand homes such as Johnnie Walker Princes Street under one portfolio. 
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Global drinks giant, Diageo, has announced the creation of a new global division that will oversee the Diageo Luxury brands. The Diageo Luxury Group will unite brands such as Port Ellen and Brora and brand homes such as Johnnie Walker Princes Street under one portfolio. 

The new division will be responsible for directing luxury strategies and accelerating growth for brands that retail for $100 and above. In partnership with brand stewards, Diageo Luxury Group hopes to capitalize on the rapidly growing luxury international spirits category. 

The Diageo Luxury Group 

The Diageo Luxury Group is being headed up by Julie Bramham, former Global Brand Director for Johnnie Walker

Diageo has unveiled its ambitious new division, the Diageo Luxury Group (DLG), set to revolutionize the spirits industry through a focus on influential global cities, travel retail, and its home market of Great Britain—the heartland of scotch whisky. This initiative coincides with the launch of the Diageo Luxury Company (DLC) in Great Britain, which will champion luxury brand building and immersive consumer experiences within the premium spirits segment, targeting price points of £30 and above.

The Diageo Luxury Group boasts unparalleled access to Diageo’s renowned portfolio, including over 10 million casks from more than 30 distilleries. This treasure trove features rare “ghost” stocks from restored distilleries such as Port Ellen and Brora. Diageo’s 15 brand homes, including the iconic Johnnie Walker Princes Street—which has attracted over a million visitors since its 2021 opening—serve as cornerstones of the group’s luxury positioning.

Additionally, the DLG will oversee the evolution of Justerini & Brooks, a 275-year-old fine wine and spirits merchant celebrated for its quality and heritage. Its Burlington Arcade location will further enhance its standing as a premier destination for connoisseurs.

Among the highlights is Casks of Distinction, an exclusive cask ownership program offering access to singular, mature Scotch whisky casks. Following the success of its first collection, the second release of The Twelve promises unparalleled rarity and craftsmanship.

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Diageo also plans to push boundaries with innovative partnerships and product development, reinforcing its status as a leader in luxury spirits.

The Future of Luxury Spirits 

Looking forward to the future of the Diageo Luxury Group, Julie Bramham 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.”

Beth Squires

Beth Squires joined Mark Littler Ltd full-time in October 2020 after completing her university degree in English Literature. Since then, she has acquired extensive knowledge about all aspects of whisk(e)y and now holds the position of Deputy Editor at The Whiskey Wash. Beth is passionate about history, industry innovation, marketing, and sustainability. With a special fondness for independently bottled rare scotch, Beth also serves as a whisky bottle investment specialist.

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