Country for PR: United Kingdom
Contributor: PR Newswire Europe
Friday, September 15 2017 - 02:01
Diageo's Cristina Diezhandino Named as Luxury Woman to Watch in 2018
AMSTERDAM, Sept. 15, 2017 /PRNewswire-AsiaNet/ --

     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 

    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, Ciroc, 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 
     - Her role as the Diageo Global Category Director for Scotch and Reserve 

    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 Visit Diageo's global 
responsible drinking resource, 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: , T: +44-7841-635002

Source:  Diageo