Diageo Great Britain has announced the creation of a luxury drinks marketing and sales division. The unit, Reserve Brands Group, will manage Diageo’s luxury spirit collection in the UK. Brands in the collection include Ciroc vodka, Tanqueray No. Ten gin, Gran Centenario Tequila, Johnnie Walker Blue Label and Johnnie Walker Gold Label.
In a press release, the company said: “Reserve Brands Group will deliver bespoke marketing and distribution strategies according to its target trade customers and consumers, that reflect the luxury quality of the brands in the collection.” The division will target top-end bars and restaurants, plus specialist off-trade accounts in London.
Nina Bibby, global brand director for Reserve Brands Group, said: “These luxury spirits (in the collection) appeal to an international, sophisticated and knowledgeable audience which demands exceptional drinks experiences. No matter where they are in the world, this audience want to choose brands that reflect their taste and style.”
