Diageo has created a new division to promote its premium brands.
The Diageo Luxury Company (DLC) will sit within Diageo GB and will unite staff across marketing and sales functions to drive sales of brands including Don Julio, Casamigos, Johnnie Walker, The Singleton and Ciroc.
It will be headed up by general manager Hinesh Shah. Shah, a 14-year Diageo veteran, has spent most of his career in finance, sales and strategic roles in North America. Most recently, he was VP for commercial transformation in the region.
DLC would “focus on bold and locally relevant innovations and brand building” across both the on and off-trade channels as well as digitally, Diageo said.
It would have “a clear portfolio focus” on the five aforementioned brands and build on recent UK activations including the Casamigos ‘Casa House’ at All Points East Festival and the Johnnie Walker Blue Label ‘Ice Chalet’ experience at Selfridges, it added.
In the off-trade, DLC is expected to target luxury off-trade outlets like Selfridges and Harrods, as well as more mainstream retailers of premium spirits including Waitrose, Costco and Amazon.
“We have built a strong foundation in the luxury beverage space, driving the likes of Johnnie Walker, Don Julio, and Casamigos to the heart of the luxury conversation,” said Shah. “But it’s time to take it to the next level, utilising our incredible trade partnerships and marketing expertise to grow our luxury brands like never before.”
DLC would “shape the future of luxury beverages”, said Diageo GB MD Nuno Teles.
“Our GB business has a proud history of developing authentically crafted brands, and I’m confident that Hinesh and his team will engrain these brands, and the tequila and scotch categories, into the future of luxury celebrations,” he added.
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