# S15 E10: Julie Bramham, Global Managing Director at Diageo Luxury Group

Page: https://stenobird.com/podcast/the-luxury-item-with-scott-kerr-1183959/s15-e10-julie-bramham-global-managing-director-at-diageo-luxury-group
Text version: https://stenobird.com/podcast/the-luxury-item-with-scott-kerr-1183959/s15-e10-julie-bramham-global-managing-director-at-diageo-luxury-group.md
Podcast: [The Luxury Item with Scott Kerr](https://stenobird.com/podcast/the-luxury-item-with-scott-kerr-1183959)
Published: 2025-11-11T05:00:00+00:00
Episode link: https://share.transistor.fm/s/d697ba47
Audio file: https://dts.podtrac.com/redirect.mp3/media.transistor.fm/d697ba47/b847a33b.mp3
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Duration seconds: 2697

## Resource

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!

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