Diageo launches global luxury division

(CercleFinance.com) - Diageo has announced the creation of the 'Diageo Luxury Group', a global division bringing together its luxury assets, including the prestigious Brora, Port Ellen and Justerini & Brooks brands.


Diageo says the division aims to develop premium spirits brands priced from $100, responding to the growing demand from young and diverse consumers for unique experiences.

Led by Julie Bramham, former global director of Johnnie Walker, the group targets influential cities, the UK market and global sales.

At the same time, Diageo is launching the Diageo Luxury Company (DLC) in the UK, focusing on brands such as Don Julio and Cîroc.

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