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.

The new division will focus on consumer experiences and brand innovation across various channels, including on-trade and off-trade environments and digital platforms.

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This move comes in alignment with Diageo PLC’s recent launch of The Diageo Luxury Group, a global division dedicated to Diageo’s top-tier products.

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.

The division will be led by General Manager Hinesh Shah, who has been with Diageo for nearly 14 years, primarily in North America.

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