Diageo launches luxury drinks division

Diageo Great Britain has launched the Diageo Luxury Company (DLC), a new division dedicated to the drinks firm’s luxury beverage sector in its home market.

The division unites staff in marketing, sales and commercial teams under a new unified strategy and leadership team, with the launch intending to boost Diageo’s presence in the super-premium and premium segments.

DLC’s portfolio will comprise five luxury spirit brands: Don Julio, Casamigos, Johnnie Walker, the Singleton and Ciroc.

The drinks firm’s international arm is also introducing the Diageo Luxury Group, a global division for Diageo’s most valuable assets. While the DLC will work with the Diageo Luxury Group to drive the company’s presence in luxury markets, 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, general manager of the Diageo Luxury Company. He has been with Diageo for almost 14 years, spending most of his career in North America in roles across finance, sales, strategy and with large customers and distributors. His most recent role was vice-president – commercial transformation in North America.

Shah said: “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, using our incredible trade partnerships and marketing expertise to grow our luxury brands like never before.”

Nuno Teles, managing director – 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.”

Diageo posted an 8.2% global operating profit increase in the second half of its financial year ended 30 June 2024.

The company recently welcomed Nik Jhangiani as chief financial officer.