Diageo’s Cristina Diezhandino, named one of Luxury Daily’s Luxury Women to Watch 2018, predicts the future of luxury and what it means for Diageo’s luxury portfolio

Diageo‘s Cristina Diezhandino, joins the ranks of top executives from Bentley Motors, Four Seasons, Bang & Olufsen amongst others as she is named a Luxury Woman to Watch 2018 by the prestigious global title, Luxury Daily.

Luxury Daily’s Luxury Women to Watch 2018 honours 25 smart women executives who are set to make a difference in the luxury business in 2018. Having worked at global spirits leader, Diageo, for over ten years, Cristina is now Managing Director of the multi-award winning Reserve Brands, the luxury portfolio of Diageo.

Speaking about this award, Cristina said: “Luxury is at the heart of what I do. My business is focused on making the everyday more special, that luxury experiences should be available, accessible and aspirational to all. So when I heard that I was being named as a Luxury Woman to Watch in 2018, I was absolutely delighted!”

With brands steeped in heritage, craftsmanship and authenticity, the Reserve and Scotch portfolios – including Johnnie Walker Blue Label, Cîroc, Don Julio, Bulleit, Tanqueray No. Ten, Ketel One, Zacapa and a fine collection of Single Malts – are made up of some of the most luxurious spirits in the world.

Commenting on the future of luxury, Cristina said: “The luxury industry is evolving at a rapid pace, in large part driven by a changing definition of ‘luxury’. It isn’t just about ‘having’ anymore. Luxury is multifaceted, so influenced by globalisation, a pride in local culture, and the volume of influencers across society.

With the desire for experiences and emotion gaining more and more significance in the luxury industry, expect to see ‘being’ or ‘feeling’ becoming as equally important as ‘having’. And when it comes to luxury drinks, I expect a mindset closer to that of luxury food and gastronomy. People caring more than ever about how a particular drink was made, where it comes from, how it is served.”

Speaking about Diageo’s future in luxury, she says: “Luxury consumers are really valuing Reserve brands and the figures are there to show it. Our portfolio is flourishing, with Diageo Reserve having grown by 7% in the last financial year.

 “We have invested heavily in global research to ensure remain at the forefront of the luxury sector. Following in the pioneering global footsteps of the founders our brands we will continue to be entrepreneurial in our drive to outperform our competitions in every market.”