Diageo Reserve represents the luxury division of Diageo, including the multi-award winning portfolio of fine spirits rich in heritage, craftsmanship and innovation. This portfolio includes Johnnie Walker Blue Label, Johnnie Walker Platinum Label, and Johnnie Walker Gold Label Reserve Blended Scotch Whiskies, Cîroc Vodka, Ketel One Vodka, Zacapa Rum, Don Julio Tequila, and Tanqueray No. TEN Gin.

Diageo Reserve in net sales value has doubled since 2009 and is now worth approximately £1.2billion in net sales with a robust growth trajectory. Over the past few years, Reserve has consistently posted double-digit growth across both developed and emerging markets while accounting for a third of Diageo’s uplift. Diageo Reserve is thriving and the investment into priority markets, key brands, gifting and innovation is paying off.

Johnnie Walker Blue Label

Top markets: United States, Taiwan, Korea, China, Japan, Brazil, Mexico, Russia, South Africa, United Kingdom, Germany, Global Travel

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. Beyond this, there is the John Walker & Sons prestige collection which includes King George V, John Walker & Sons Odyssey 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.


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Johnnie Walker Platinum Label

Top markets: Top markets: United States, Korea, Taiwan, Vietnam and Global Travel

Launch: 2011

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 crafted exclusive Scotch whiskies for favoured customers, directors for private gatherings - treasured whiskies that were shared with a select few at special occasions. Johnnie Walker Platinum Label is inspired by the tradition of ‘private blends’. Recently won the Gold Award at International Spirits Challenge 2012.


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Johnnie Walker Gold Label Reserve

Top markets: United States, United Kingdom, Taiwan, Thailand, China, India, Vietnam, Russia, Brazil, Mexico, South Africa, Global Travel

Launch: 2011

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. Earned the Top ‘Master’ Medal at the World Whiskies Awards 2012.


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Top markets: United States, United Kingdom, Australia

Launch: 1987

Augustus Bulleit created a bourbon recipe in the 1800s which had a distinct spice and high rye content that separated it from anything available during that time. But legend has it that he mysteriously disappeared during his travels and what happened to him remains unknown. In 1987, Tom Bulleit resurrected a 150-year-old bourbon recipe that had been passed down for generations when he officially launched Bulleit Bourbon in the US by starting the Bulleit Distilling Company.

Fact: Bulleit continues to receive the highest of spirits accolades, including awards at both the San Francisco World Spirits Competition and Beverage Testing’s Institute International Review of Spirits Competition.


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Top markets: United States, United Kingdom, Australia, Vietnam, India, Brazil

Launch: 2003

Cîroc ultra-premium vodka is the ultimate luxury serve for the most vibrant and exclusive celebrations. Enjoyed by VIPs all over the world, Cîroc creates an unforgettable experience.

Fact: Cîroc is an ultra-premium vodka, uniquely made from fine French grapes and distilled five times. The result is a distinctive flavoured vodka with an exceptionally fresh and vibrant taste.


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Ketel One Vodka

Top markets: United States, Canada, United Kingdom, Germany, Australia, Brazil, Puerto Rico, China, Hong Kong, Thailand, Lebanon, Israel, UAE.

Launch: 1983. Diageo started distribution in June 2008.

Variants: Ketel One Vodka, Ketel One Citroen, Ketel One Oranje

Ketel One is known for its ‘personality’ and is a Super-Premium vodka.

At the heart of Ketel One vodka lies over 300 years of distilling experience of one family and their passion for fine spirits. Founded in 1691 by Joannes, the keys to the Nolet Distillery were passed to 10th generation Carolus Nolet Sr. in 1979. He went on a journey to produce his own distinct recipe, creating an entirely new vodka which is celebrated for its quality and the crafted excellence of the liquid; a combination of lively ultra-wheat spirit from modern column distillation and traditional copper pot still distillation, including coal-fired Distilleerketel #1 (Dutch word, meaning pot still) – which gave the Ketel One vodka its name

Having made its name in the US, Ketel One Vodka is now on the lips of expert bartenders in 75 countries around the world, whether they’re drinking it on the rocks or serving it in their ultimate cocktail.

Fact: Crafted from small batches, Ketel One Vodka is a crisp and sophisticated vodka. A Nolet family member approves every production run before it is allowed to leave the distillery.


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Tanqueray No. TEN

Top markets: United States, Canada, Japan, Global Travel>

Launch: 2000

Handcrafted in small batches, Tanqueray No. TEN™ is the first gin distilled using handpicked fresh citrus fruits and botanicals, which give it a uniquely smooth, clean and refreshing taste. The exact proportions used are a closely guarded secret; only four people in the world know the Tanqueray recipes, which are kept under three locks in a black ledger known as ‘The Bible’.

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', the only gin to receive this accolade.


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Zacapa Rum

Top markets: For Diageo, the main distribution countries are United States, Italy, China and Mexico.

Launch: 1976. Diageo started distribution in 2008.

Variants: Zacapa 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.

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.


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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

The result of one man’s quest to perfect the art of tequila making, Don Julio is the first ultra-premium tequila. It is renowned for its unrivalled quality, achieved through the use of 100% blue agave, pioneering traditional agricultural practices in the remote Atotonilco highlands of Mexico.

Fact: Don Julio is named after the founder, Don Julio Gonzalez Estrada. He revolutionised Reposado style tequila production in Mexico.

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