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Luxury at Diageo

We're bringing together exceptional brands and decades of expert craft to transform the way people experience luxury spirits.

Bringing luxury to life

Luxury, at its core, is about enhancing life’s most meaningful occasions. And today’s luxury consumer expects more – they want exceptional brands, unique access and curated bespoke experiences.

Crafted, rare liquids

We hold the keys to the largest reserve of rare spirits in the world, with billions invested in meticulously and carefully aged whiskies, exquisite tequilas and rums. In Scotland alone, we have over 10 million maturing casks, approximately half of all casks currently resting in the ancestral home of Scotch, all laid down for future celebrations across the world.

Our luxury brands span centuries of tradition, from Johnnie Walker to Don Julio. We also hold some of the world's rarest liquids, including whiskies from closed distilleries like Port Ellen and Brora. Our 15 brand homes and distilleries in Scotland are world-class destinations. We've invested over £185 million to create rich, multi-sensory experiences that bring our stories to life.

Luxury destinations

and experiences

Our immersive brand homes are world-class destinations that embody Diageo’s legacy and vision. Across our 15 brand homes and distilleries in Scotland, we focus on giving consumers and clients rich multi-sensory experiences that bring our brand stories to life. We have invested over £185 million into world-leading visitor and private client experiences across Scotland and in 2024, Johnnie Walker Princes Street marked a milestone of welcoming one million visitors since its opening three years earlier.

Diageo launches Breakthrough Innovation Team to shape innovation beyond new productsG

Discover the magic of Scotland

Watch our video to learn more about the innovations of Johnnie Walker

The Reopening of Port Ellen Distillery

The Rich History of the Brora Distillery

Discover the magic of Scotland

Diageo Luxury Group

The Diageo Luxury Group charters our luxury strategy and accelerates the growth of brands that retail at $100 and above.
This treasure trove of liquid assets and luxury brands is looked after by a global network of luxury experts and craftspeople, and our trusted private client teams, who offer bespoke experiences and personal connections for customers.
It's also responsible for Diageo’s World Class platform, one of the most respected bartending competitions in the world.
By accelerating the growth of Diageo’s prestige offerings, and shaping and adapting to trends, The Diageo Luxury Group is redefining what luxury means for consumers of today and tomorrow.