Diageo has unveiled a new global division which unites its luxury assets into one portfolio for the first time.

The ‘Diageo Luxury Group’ will bring together the drink giant’s key luxury brands including Brora and Port Ellen, Scottish brand homes including Johnnie Walker Princes Street, and luxury wine business Justerini & Brooks.

The new division will be responsible for chartering luxury strategy and accelerating the growth of brands that retail at $100 (£78) and above, in partnership with their respective brand stewards globally.

The move comes as the ‘over $100’ category has become the fastest-growing price tier in international spirits since 2020.

Diageo Luxury Group managing director Julie Bramham, who is the former global brand director of Johnnie Walker and responsible for shaping and delivering the marketing transformation agenda at the beverage company, will lead the new division.

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Existing colleagues within marketing, sales and commercial teams have been aligned under the new strategy and leadership, as the Diageo Luxury Group aims to become the number one luxury spirits company in the world, according to the drinks firm.

The group will focus on key influential cities around the world, global travel and the market of Great Britain, the home of Scotch Whisky.

The news also comes as Diageo Great Britain has simultaneously launched the Diageo Luxury Company (DLC), a division within the home market which will operate within a broader price point of £30 plus.

The DLC will focus on locally relevant luxury brand building, working with brands including Don Julio, Johnnie Walker, and Cîroc.

Bramham said: “We are privileged to hold Diageo’s finest assets in our possession – a collection of exceptional brands and talented individuals that allow us to combine heritage with a forward-thinking drive.

“Bringing the breadth of our luxury offering together, alongside a focus on expansion of our luxury-based experiences, has Diageo incredibly well-placed to deliver for our clients and customers. I look forward to an exciting future.”