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Cristina at Diageo believes luxury should be accessible

Cristina at Diageo believes luxury should be accessible

 September 17, 2018

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“No matter what category you look at, the high­end of the respective segments is where we see the fastest growth,” comments Cristina Diezhandino, who has worked at global spirits leader Diageo for over ten years, and is now category director for Scotch and managing director of Reserve. 

Cristina,who was named a Luxury Woman to Watch 2018,  joined the drinks industry in Spain where she first worked for Allied Domecq and then joined Diageo following the company's sale. Over the years, she has applied her broad commercial and marketing experience in leading the brand team for Johnnie Walker in Amsterdam, being the brand director for Diageo's whole portfolio of whiskies and gins, and later on, when she became the managing director of Reserve, the wines with higher quality than usual.

“There is a specialty in Reserve that I thought would suit me,” she reflects. “I thought I could take the portfolio from the great place that I found it in to an even better place, and I had a great time – I still do.”

“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," Cristina reflects.

Celebrating diversity 

Another highlight of Cristina's work is the launch of Jane Walker, the female-inspired edition of Jonny Walker, which coincides with Women's History Month and International Women's Day clebrations. Diageo donated US$ 1 from the sale of Jane Walker to organizations that work on women's causes, with a target to raise US$ 250,000 in total.

“This was an initiative that really intended to celebrate gender equality and women’s achievements. It was a lovely, well-intentioned celebration of women’s achievements and I’m really proud of that," she says.

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