Diageo Executive Tipped For Top

Diageo’s Cristina Diezhandino has been named one of Luxury Daily’s Luxury Women to Watch 2018. 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 honors 25 female executives who are set to make their mark in the luxury field in 2018. Having worked at global spirits leader, Diageo, for over ten years, Cristina is now the Managing Director of the company’s much-vaunted Reserve Brands section, the luxury portfolio of Diageo.


After its formation in 2004, Diageo’s Reserve division puts emphasis on the global luxury opportunity, combining brands whose foundations lie in 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.

Speaking about the award, Cristina said: “Luxury is at the heart of what I do. My business is focused on making the every day 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, Diageo’s 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 globalization, 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 competition in every market.”

According to a press release: “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.”

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Written by James Connolly

James Connolly is an established freelance writer from the UK. Having worked for a variety of titles across the globe, his work touches upon travel, food, politics, and more, reflecting a deep-seated curiosity towards people, places, and their respective cultures.

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