Why Diageo has created a Luxury Group to go after ‘big growth opportunity’
The Diageo Luxury Group is responsible for driving strategy for brands that retail at more than $100, with the company seeing potential for strong growth in luxury, despite a slowdown in super-premium last year.
Earlier this month Diageo announced the creation of a luxury group, designed to bring the company’s super-premium offering, from rare and exceptional spirits to its “brand homes”, into one new division.
Diageo Luxury Group is being led by managing director Julie Bramham, who tells Marketing Week the creation of the group is designed to allow the business to tap into the considerable growth opportunity that exists in the luxury segment.
While a focus on luxury product innovation is a key objective of the new business group, it is not aiming to tread new territory for Diageo necessarily. Instead, the role of the group is to bring together and galvanise the work the business has been doing on its premium and super-premium brands over the last decade.
