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Scott Kerr is joined by Julie Bramham, global managing director of Diageo Luxury Group, a division that unites prestigious ultra-premium spirits brands such as Johnnie Walker, Don Julio, Port Ellen, and others in one portfolio. Julie discusses Diageo's thinking behind the formation of a luxury division, why Johnnie Walker's iconic 'Keep Walking" message and platform stays culturally relevant, growth opportunities in the face of a challenging global drinks market and consumers trading down from expensive products. She also talks about creating custom luxury experiences for HNWIs, a haute couture and fine whisky collaboration, and resurrecting a legendary Scottish 'ghost' distillery. Plus: Why brand storytelling is central to the success of its brands.

Featuring: Julie Bramham, Global Managing Director at Diageo Luxury Group (diageo.com)

Host: Scott Kerr, Founder & President of Silvertone Consulting

About The Luxury Item podcast: It's a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry.

Stay Connected: scott@silvertoneconsulting.com

Listen and subscribe to The Luxury Item wherever you get your podcasts. Tell a friend or a colleague!