London: Global spirits major Diageo is broadening its whisky strategy beyond premiumisation, focusing on expanding consumer participation across different price points, brands and drinking occasions. The company plans to strengthen its established whisky portfolio, including Johnnie Walker, Buchanan’s, Old Parr, Crown Royal and several regional value brands, as it seeks to improve market performance and generate stronger returns.
Julie Bramham, Diageo’s Global Category Director for Whisky and Luxury, outlined the strategy in an interview with Global Drinks Intel, explaining that the company wants to reach more consumers through its existing brands rather than concentrating exclusively on premium and luxury products. The approach follows Diageo’s revised growth priorities presented at its Capital Markets Day in August 2026, with greater emphasis on brand performance, operational execution and shareholder value.
Bramham said premiumisation remains an important long-term growth driver, particularly in Scotch whisky and luxury spirits. However, she believes Diageo has significant untapped opportunities across its portfolio. The company aims to serve more consumer needs and occasions through sharper brand positioning, targeted innovation and improved marketing execution.
For Johnnie Walker, the focus will be on identifying relevant consumer occasions and price segments while strengthening marketing effectiveness and innovation. Diageo also plans to improve the performance of its single malt and premium whisky brands by leveraging its established inventory, heritage and brand storytelling.
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Diageo is also looking to strengthen its presence in the value whisky segment through established regional brands rather than introducing a single global offering. Its portfolio includes Black & White in Latin America, White Horse in Brazil and Japan, J&B in Southern Europe and India, and Bell’s in the UK. The company intends to focus on retail visibility and product positioning rather than heavy advertising expenditure.
The strategy signals a broader approach to whisky growth, combining premiumisation with mainstream market opportunities. By targeting multiple price points and consumption occasions, Diageo aims to unlock greater potential from its existing brands and strengthen its competitive position in the global whisky market.
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