S5E19: Building Premium Differently with Hinesh Shah, General Manager of Diageo Luxury Company

Update: 2025-09-30

Description

Hinesh Shah, General Manager of Diageo Luxury Company, shares how heritage spirits brands like Johnnie Walker and Don Julio are evolving for today's luxury consumer. Recorded in July 2025, Fred Moore explores with Hinesh why luxury spirits require a fundamentally different approach—from cultural partnerships with Live Nation and Perfect Moment to exclusive launches at Harrods.

They discuss the surprising growth of tequila in the UK market, why premium rum could be the next category to break through, and Diageo's significant investment in the on-premise trade, adding over 40 staff focused solely on bars and restaurants.

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S5E19: Building Premium Differently with Hinesh Shah, General Manager of Diageo Luxury Company

#box-pro-ellipsis-175959682998892{-webkit-line-clamp:2;}S5E19: Building Premium Differently with Hinesh Shah, General Manager of Diageo Luxury Company

S5E19: Building Premium Differently with Hinesh Shah, General Manager of Diageo Luxury Company

S5E19: Building Premium Differently with Hinesh Shah, General Manager of Diageo Luxury Company