Diageo Great Britain has launched a new division called the Diageo Luxury Company (DLC), which is dedicated to boosting the firm’s performance in the luxury beverage sector.
The division unites existing marketing, sales, and commercial teams under a new unified strategy and leadership team, with the launch intending to expand Diageo’s presence in the super-premium and premium segments.
The DLC will focus on locally relevant innovations and brand building, as well as consumer experiences across both the on and off-trades, as well as digital channels. It will have a clear portfolio focus, activating five ‘luxury’ spirit brands across Britain: Don Julio, Casamigos, Johnnie Walker, The Singleton, and Ciroc.
Diageo stated that accelerating the role that these brands play in culture will be an integral part of the division’s growth ambition, building on recent campaigns such as last summer’s Casamigos’ three-floor ‘Casa House’ at All Points East Festival in London and last month’s Johnnie Walker Blue Label ‘Ice Chalet’ experience at Selfridges, London.
The announcement comes as Diageo today launches The Diageo Luxury Group, a newly created global division for its most valuable assets. While the DLC will work with The Diageo Luxury Group, the DLC will operate under the Diageo GB business alongside the market’s other core spirits and beer brands.
The DLC will be led by Hinesh Shah in the role of General Manager. He has been at Diageo for almost 14 years, spending most of his career in North America, working across finance, sales, and strategy. His most recent position was Vice President – Commercial Transformation in North America.
Shah commented: “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. 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.
“I’m incredibly proud to lead what will become a high-performing team, united under one bold vision – to become the premier luxury drinks company in GB.”
Nuno Teles, Managing Director of Diageo GB, added: “Through innovation, investing in diverse talent, and a commitment to excellence in execution, the DLC promises to shape the future of luxury beverages. 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.”
