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Published:  23 July, 2008

Diageo Great Britain is looking to drive sales of the luxury' drinks in its portfolio with the launch of a new sales and marketing division, Reserve Brands Group. The portfolio will include drink such as Croc vodka and Tanqueray No. Ten gin, along with more established brands such as Johnnie Walker Gold Label and Talisker Scotch whisky. The group aims to deliver bespoke marketing and distribution strategies to its target customers and consumers', which are likely to include top-end bars and specialist off-trade accounts. Nina Bibby, the global brand director for the new group, said: The Reserve Brands Group luxury collection is all about exceptional spirits. Each brand within the group offers a new dimension in taste and experience.' Bibby and her team will work closely with Richard Wells, marketing director for Premiums at Diageo.