Diageo adapts to changing definitions of luxury

This report discusses changing views of luxury, and how Diageo Reserve – the premium arm of the global spirits group – is attempting to respond.

Diageo adapts to changing definitions of luxury

Andrea Sophocleous

"From the Chinese government's anti-extravagance campaign to the American public's revulsion at the antics of The Wolf of Wall Street, there seems to be, in many parts of the world, a cultural rejection of old luxury," James Thompson, global managing director of Diageo Reserve, told delegates at the World Federation of Advertisers' (WFA) Global Marketer Conference, held in Sydney in March 2014.

That attitudinal shift poses a problem for Diageo Reserve, which sells premium alcohol brands with an entry-level price of US$40 a bottle, a total rising to tens...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands