AMSTERDAM, September 14, 2017 /PRNewswire/ --
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.
(Photo:
http://mma.prnewswire.com/media/549192/Diageo_Cristina_Diezhandino.jpg
)
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."
Notes to Editors:
Biography of Cristina
Diezhandino
Cristina Diezhandino is the
Managing Director of Global Reserve brands. Diageo Reserve is
Diageo's collection of premium spirits which represents 16% of
Diageo net sales and grew 7% across all regions in the last
year.
Cristina has been in this role for over two years and has been
with Diageo for over ten years with previous roles including
General Manager Central America
& Caribbean and Marketing
& Innovation Diageo Africa.
Prior to joining Diageo, Cristina was Corporate Marketing
Director Spain for Allied Domecq and before this held various
Marketing roles with Unilever HPC working in Spain, the UK and the US for over 10 years.
Cristina is a graduate from ICADE business school in Madrid (1989), obtained an Erasmus scholarship
at ESSEC in Paris (1988) and is a
graduate of the Executive Program at the Stanford Graduate School
of Business (2015). Based in Amsterdam, Cristina also serves as Director to
the Board of Ketel One vodka, which sits within the Diageo Reserve
collection.
Cristina is available for interview and comments relating
to:
- Luxury and Scotch drinks industry
- Luxury and Scotch drinks trends
- Current affairs affecting / relating to the luxury and Scotch
drinks industry
- Her role as the Diageo Global Category Director for Scotch and
Reserve Brands
She speaks fluent Spanish and English. For more information, to
arrange an interview time or if you would like to meet Cristina
when she is next in your country, please speak to the press office
contact.
About Diageo Reserve
Created in 2004, Diageo's Reserve division focuses on the global
luxury opportunity, bringing together brands built on strong
heritage, craftsmanship and authenticity. This luxury portfolio
consists of Johnnie Walker Blue Label, Ciroc, Don Julio, Tanqueray No. TEN, Ketel One vodka,
Zacapa, Bulleit and a fine collection of Single Malts. The Reserve
portfolio accounts for 16% of Diageo's total sales and has grown by
7% this financial year.
About Diageo
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands including Johnnie Walker, Crown Royal, J&B,
Buchanan's and Windsor whiskies, Smirnoff and Ciroc vodkas,
Captain Morgan, Baileys, Don Julio,
Tanqueray and Guinness.
Diageo is listed on both the London Stock Exchange (LSE) and the
New York Stock Exchange (DEO) and our products are sold in more
than 180 countries around the world. For more information about
Diageo, our people, our brands and performance, visit us
at http://www.diageo.com. Visit Diageo's global responsible
drinking resource, http://www.DRINKIQ.com for
information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere
For more information or to request an interview with
Cristina Diezhandino please contact:
Nicola Minford, Smarts Communicate,
E: Nicola.minford@smartscommunicate.com , T: +44-7841-635002