A broad global return to economic growth and an increasing demand for luxury brands makes Diageo Reserve a significant growth driver for the business. Fiscal 2012 saw Reserve grow net sales by 27%. Diageo Reserve is thriving and the investment into priority markets, key brands, gifting and innovation is paying off.
Defined by authenticity, exquisite craftsmanship and heritage, each liquid in the Diageo Reserve portfolio is crafted to unrivalled perfection, creating adoration amongst premium customers and the luxury consumer. When combined with the skill and talent of top bartenders throughout our international initiative World Class, which educates and trains the best bartenders around the globe, this creates exceptional drinking experiences brought to life to consumers through our Diageo Reserve portfolio.
Johnnie Walker Blue Label
Top markets: United States, Global Travel, Taiwan, Korea, China, Japan, Brazil, Mexico, Russia
Launch: 1992
Johnnie Walker Blue Label is a commemoration of Alexander Walker’s remarkable 1867 Old Highland Whisky and demonstrates the same rare commitment to flavour and craftsmanship. Deep richness and smoke, layers of honey and fruit and an incredibly smooth finish deliver truly rare character. The Johnnie Walker Blue Label family also includes Johnnie Walker Blue Label King George V and The John Walker.
Fact: The rare casks used in Johnnie Walker Blue Label blending are truly special; only one in 10,000 contain whisky of sufficient character to deliver its remarkably smooth signature taste.
Visit: www.johnniewalker.com
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Johnnie Walker Gold Label Reserve
Top markets: Taiwan, Travel Retail, Thailand, UK, Brazil, China, India, Russia, Mexico, Vietnam, South Africa
Launch: 2012
Johnnie Walker Gold Label Reserve is a vibrant celebration of the Master Blender’s art. Handpicked favoured whiskies, including casks of Clynelish Malt Whisky from selected reserves, have been skilfully blended to create a bold, confident blended Scotch whisky that is indulgent, luxurious and multi-layered as its name suggests - perfect for sharing at life’s celebratory moments.
Fact: Johnnie Walker Gold Label Reserve includes casks of Clynelish Malt Whisky whose water source flows from the Kildonan Hills, where gold was discovered in 1868.
Visit: www.johnniewalker.com
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Johnnie Walker Platinum Label
Top markets: Korea, Travel Retail, Brazil, China, India, Russia, Taiwan, Mexico, Thailand, Vietnam, South Africa
Launch: 2012
Johnnie Walker Platinum Label reflects the John Walker & Sons tradition of ‘private blends’, and is the most unbelievably rich and perfectly crafted 18 year old blended Scotch whisky we have ever created. Like the rare and precious metal after which it is named, it is contemporary and refined, delivering depth and complexity, a sophisticated Scotch whisky for sophisticated moments.
Fact: From the early days of their business the Walker family and subsequent generations of Master Blenders crafted exclusive Scotch whiskies for favoured customers, the directors of the company and for private gatherings - treasured whiskies that were only ever shared with a select few at special occasions. Johnnie Walker Platinum Label is inspired by the tradition of ‘private blends’.
Visit: www.johnniewalker.com
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Cîroc
Top markets: United States, Brazil
Launch: 2003
Cîroc vodka is the world’s most sophisticated vodka. Made exclusively from top-quality Mauzac Blanc and Ugni Blanc grapes for an exquisitely smooth, fresh and innovative vodka experience. Cîroc vodka uses cold maceration, cold fermentation and cold storage and is distilled five times over.
Fact: Cîroc comes from a combination of two French words: cime, meaning peak and roche meaning rock. This evokes the Gaillac region which is one of the highest wine growing regions in France.
Visit: www.ciroc.com
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Ketel One vodka
Top markets: United States, Canada, United Kingdom, Ireland, Australia
Launch: 1983. Diageo started distribution in June 2008.
Variants: Ketel One Vodka, Ketel One Citroen
Ketel One is known for its ‘personality’ and is an Ultra-Premium vodka.
Fact: Crafted from small batches, Ketel One vodka is a crisp and sophisticated vodka. A Nolet family member approves every batch before it is allowed to leave the distillery.
Visit: www.ketelone.com
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Tanqueray No. TEN
Top markets: United States, Canada, Japan, Global Travel
Launch: 2000
Tanqueray No. TEN is an exceptionally smooth and fresh tasting gin. It is handcrafted in small batches using fresh citrus fruits (grapefruits, orange and limes) and other fine botanicals.
Fact: Tanqueray No. TEN has won numerous awards since its launch. In 2003 it had unprecedented wins as ‘Best White Spirit' three times in a row at the San Francisco World Spirits competition leading to the creation of 'Hall of Fame'.
Visit: www.tanqueray.com
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Zacapa Rum
Top markets: For Diageo, the main distribution countries are Spain, Italy, and US.
Launch: 1976. Diageo started distribution in 2008.
Variants: Zacapa 15, 23, Etiqueta Negra and XO
Zacapa Rum is regarded as one of the finest in the world. Aged and blended in the 'House Above the Clouds', 2300m above sea level, the cool mountain air slows aging, allowing Zacapa time to rest and develop character. Zacapa uses a unique Sistema Solera process, based on a centuries-old Spanish way of aging sherries, to blend rums of different ages in a sequence of barrels which previously held American whiskies, sweet sherries and fine Pedro Ximenez wines. Refined by craftsmanship and devotion, the whole process is artfully overseen by Master Blender Lorena Vasquez.
Variants: Diageo distributes 23 and XO
Fact: The tropical climate and volcanic soil yield high grade sugar cane and, unlike most rums that use molasses, Zacapa is created from the concentrated first press of sugar cane or 'virgin sugar cane honey', which contributes to its award-winning taste.
Visit: www.zacaparum.com
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Don Julio
Top markets: United States
Launch: 1997
Variants: Don Julio Blanco, Don Julio Reposado, Don Julio Añejo, Don Julio 1942, Don Julio Real
Don Julio… a legendary man, a legendary tequila.
Fact: Don Julio is named after the founder, Don Julio Gonzalez Estrada. He revolutionised Reposado style tequila production in Mexico.
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