We’ve launched Distilled 2025 - our annual Consumer Trends Report.
The Diageo Luxury Group is transforming the way the world experiences luxury spirits, bringing together a luxury brand portfolio with exceptional experiences and decades of expert craftsmanship, as we aim to become the number one luxury spirits company in the world.
The Diageo Luxury Group oversees Diageo’s luxury assets including renowned single malts Brora and Port Ellen, iconic Scottish brand homes including Talisker, Lagavulin, and Johnnie Walker Princes Street, alongside private client specialist and luxury wine business Justerini & Brooks.
The Group is responsible for chartering the luxury strategy and accelerating the growth of brands that retail at $100 and above, the fastest growing price tier in international spirits[1], as well as leading luxury spirits experiences, a trusted private client offering, and an extensive network of luxury experts and craftspeople. The division also owns Diageo’s World Class platform, one of the most respected bartending competitions in the world. With a clear vision to redefine luxury for consumers, shape and adapt to consumer trends, and accelerate the growth of Diageo’s prestige offerings, we aim to become the number one luxury spirits company in the world[1].
[1] Per IWSR, market share of Prestige and Prestige+ International Spirits