Diageo Great Britain has announced the launch of the Diageo Luxury Company (DLC), a new division aimed at enhancing the company’s position in the premium and super-premium beverage market.
The DLC will integrate Diageo’s marketing, sales, and commercial teams under a unified strategy to expand its footprint in the luxury sector, and be led by general manager Hinesh Shah, who has been with Diageo for nearly 14 years, primarily in North America.
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The DLC’s portfolio will include well-known luxury spirit brands such as Don Julio, Casamigos, Johnnie Walker, The Singleton, and Ciroc. The company plans to capitalize on these brands’ roles in culture through experiences like Casamigos’ recent event at the All Points East Festival in London and Johnnie Walker Blue Label’s ‘Ice Chalet’ at Selfridges.
