Diageo — Whisky

Creating a Global Luxury consumer brand

— 2021


Already a global leader in beverage alcohol, Diageo were looking to further establish themselves as a leading luxury spirits company.

Working as an expert consultant in the luxury drinks space with agency Savanta I examined the evolving high net worth consumer profile and what it means for today’s luxury whisky consumer. We created a strategy to achieve their vision; building “Icons of Luxury Spirits”.

key roles

  • category research
  • expert consultancy 
  • trend forecasting
  • brand positioning
  • consumer profiling

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