Spirits Giant Diageo Launches Luxury Division Housing Resurrected Whisky Brands Like Brora and Port Ellen

Diageo launched The Diageo Luxury Group, an arm that focuses on the supplier’s premium portfolio. Some of the brands that fall under The Diageo Luxury Group include “ghost” distillery, Port Ellen. (Photo: Diageo)

Diageo announced on Nov. 12 that it launched The Diageo Luxury Group, a home for the supplier’s premium brands that retail at $100 or higher. The intent is to keep the diverse array of luxury spirits under one arm, and the move appears to be financially motivated.

According to Diageo, this particular category is “the fastest growing price tier in international spirits since 2020.”

Global Brand Director of Johnnie Walker Julie Bramham is responsible for leading the charge, and the new premium arm of Diageo will focus on critical markets around the globe, Global Travel Retail and Great Britain.

“We are privileged to hold Diageo’s finest assets in our possession – a collection of exceptional brands and talented individuals to allow us to combine heritage with forward-thinking drive,” Bramham said in a news release. “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.”

Diageo intends to use the luxury arm to oversee its 15 “brand homes” and visitor experiences, which include Johnnie Walker Princes Street, appointment-only luxury “ghost” distilleries like Brora and Port Ellen and the stewardship of Justerini & Brooks.

Justerini & Brooks is described by Diageo as one of the oldest premium wine and spirits retailers in the United Kingdom, and it will be celebrating 275 years of business this year.

The Diageo Luxury Group will additionally be the steward of Diageo’s Casks of Distinction program, where customers can purchase casks of rare stocks within Diageo’s inventory. The brand’s Casks of Distinction program launched in November 2023, and the brand revealed exceptional unicorn casks like a 43-year-old Talisker and 49-year-old Port Dundas.

The Spirits Business reported on Nov. 12 that the launch of Diageo’s Luxury Group is set to happen at the same time the supplier launched the Diageo Luxury Company in Great Britain. The company will be helmed by Diageo veteran Hinesh Shah, who possesses 14 years of experience working in sales, finance and strategic positions with Diageo.

DLC Great Britain will focus specifically on five spirits brands and has a bit more wiggle room in terms of price range. The brands under DLC Great Britain are Casamigos, Johnnie Walker, The Singleton, Cîroc and Don Julio, and DLC Great Britain is open to working with brands that sell for $38 or more.