Hinesh has been at Diageo for almost 14 years, spending most of his career in North America including as Vice President – Commercial Transformation in North America. With a deep connection to Diageo’s luxury portfolio, Hinesh picks Johnnie Walker as the brand he is most excited to work with, a brand he says takes him back to special celebratory moments, including his graduation and anniversaries.
Read our ‘In Conversation With’ to find out more………
For those who don’t know, what is the Diageo Luxury Company?
The Diageo Luxury Company (DLC) is an exciting new division within Diageo’s home market, dedicated to redefining how we approach luxury beverages.
Over the years, we’ve built a strong foundation in the luxury beverage space, driving the likes of Johnnie Walker, Don Julio, and Casamigos to the heart of the luxury conversation in GB. But the DLC is here to take it to the next level through locally relevant brand building as well as exciting consumer experiences across both the on and off-trades. We’re going to tap into the heart of British culture, as well as the market’s most iconic events, to reshape how the modern luxury consumer interacts with our brands.
How does this differ from Diageo’s existing Luxury portfolio?
The DLC will see existing colleagues within our marketing, sales, and commercial teams aligned under a new strategy and leadership team, to boost our business’s performance in the super-premium and premium segments. The team will focus on five brands in GB; Don Julio, Casamigos, Johnnie Walker, The Singleton, and Ciroc, activating inclusive luxury products in and around the £30+ range.
The team will work alongside the ‘Diageo Luxury Group’, our newly created global division for Diageo’s most valuable and exceptional assets priced around £100+. Our two teams will share insights and work together to drive Diageo’s reputation as a trusted provider of luxury experiences and products.
Tell me about your career background – what led you to the position of General Manager at the Diageo Luxury Company?
I’m incredibly proud of my heritage. My grandparents were born in India (Asia), my parents in Kenya (Africa), me in London (Europe), and my children (Lila and Uma) in the US (North America), where my wife (Sonal) and I lived for 12 years. This exposure to so many cultures and influences built an internal curiosity for me, specifically regarding why people make the decisions they do.
Diageo has allowed me to build on this curiosity in my working environment. I started in finance but have since progressed my career into front-line customer-facing roles, distributor management roles, and also strategy roles. Moving around and meeting a variety of people has equipped me to think and look at the business from different angles, as well as truly value the perspective of my team to ensure we get the best possible outcome.
The Diageo Luxury Company is focused on elevating five of your luxury spirits brands in Great Britain: Don Julio, Casamigos, Johnnie Walker, The Singleton, and Ciroc. What are some of the things you’ve been working on recently?
Although the DLC has been operational for less than six months, I’m incredibly proud of what we’ve achieved so far. A standout moment was the launch of Johnnie Walker Blue Label’s limited edition Ice Chalet blend, a beautiful liquid made in collaboration with the skiwear and lifestyle brand Perfect Moment. This launch wasn’t just about introducing a product—it was a fully immersive luxury experience. The team hosted a seven-day experience at Selfridges London that allowed visitors to immerse themselves into the world of this new blend, and ultimately set the standard for what the DLC is going to be all about.
Some of our most important work has been internal, including setting this team up, creating a new set of values, and becoming fully operational. Our goal is to become the premier luxury beverage company in GB, and I’m so proud of the enthusiasm we’ve had across the business.
Do you have a favourite Diageo product?
After nearly 14 years at Diageo, I feel like I’ve got a pretty deep connection now to our brands and particularly our luxury portfolio. If I had to choose, it would be Johnnie Walker and specifically Johnnie Walker Black Label.
It’s a liquid that takes me back to special celebratory moments, whether it was my graduation and anniversaries, and is a product that I think represents what the modern GB consumer is. Yes, it is a global icon, with a heritage spanning over 200 years old, but it is always evolving. The last few years have seen Johnnie Walker immerse itself into the heart of British culture, through music, fashion, even sport, with this boldness and vibrancy aligning with the DLC’s values.
Describe a typical day for you – if such a thing exists!
No day is the same is the honest answer. This role has me jumping from topic to topic, brand to brand, customer to customer, which is something that I thoroughly enjoy.
Looking at my calendar tomorrow, I have a breakfast meeting with a customer, then on to reviewing Johnnie Walker plans with the marketing team, before I meet the commercial team. I’m going to finish my day by spending time with the DLC’s leadership team, where we’re going to discuss driving the right culture. And before I go home, I’m stopping by a couple of cocktail bars to see the incredible activation and execution of our brands within them.
The luxury alcohol market is evolving – please share your insights into the most prevalent trends you’re seeing?
You might have heard Diageo talk about premiumisation – consumers are drinking better, not more. This is particularly prominent in GB, and over the last 10 years premium spirits have grown 72%, compared to standard standards (+16%). We’re seeing this across a variety of our categories, for example in bars and pubs super premium Tequila has grown volume by 7%, while in supermarkets and online retailers super premium Spirits outperform standard Spirits.
Whether it’s Ciroc vodka, Johnie Walker whisky, or Casamigos tequila, it’s an exciting time for our premium spirits brands.
Luxury is highly subjective, what does it mean to you personally?
Today’s luxury consumer is very different from the luxury consumer of 20 years ago; to resonate with the modern consumer, luxury must marry exceptional quality with iconic experiences.
Gone are the days of outlandish spending, luxury today is far more democratised. Companies need to open that feeling of luxury and make it more inclusive to all. The stunning Don Julio winter takeover at Rosewood London allowed visitors to pop into our immersive terrace and enjoy the warmth of Mexico through a variety of tequila cocktails. It was simple, sophisticated, and accessible.
Finally, what is your life motto?
It’s not just about what you accomplish, but the experience you create for others along the way.
Learn more about Diageo: www.diageo.com/en/our-brands
