![](https://www.just-drinks.com/wp-content/uploads/sites/29/2022/07/Diageo-spirit-Johnnie-Walker-Blue-Label.png)
Demand for super-premium spirits is being driven by middle- to upper-income consumers, who see the segment as an “affordable luxury” according to Diageo CEO Ivan Menezes.
Diageo’s full-year revenues were up by more than a fifth, with super-premium spirits leading the charge.
Demand for super-premium spirits is being driven by middle- to upper-income consumers, who see the segment as an “affordable luxury” according to Diageo CEO Ivan Menezes.