Johnnie Walker is certainly amongst the first names that come to mind when one talks of premium whiskies. Owned by Diageo, it’s the most widely distributed brand of blended Scotch whisky in the world, with annual sales of over 130 million bottles. Originally known as Walker’s Kilmarnock Whisky, the Johnnie Walker brand is a legacy left by John ‘Johnnie’ Walker after he started selling whisky in his grocery shop in Ayrshire, Scotland.
- JW accounts for about 70 per cent of India’s Scotch market
- Blue Label King George V uses whiskies from a collection of fi ne whiskies dating back to the reign of King George V
- It clocked double-digit growth in 2013 despite a slowing spirit market
- Johnnie Walker spirits have taken part in the Monde Selection’s World Quality Selections several times and have received a Gold Award and a Grand Gold Quality Award
BLAZE TO BRILLIANCE
Johnnie Walker has recently picked up and has been expanding its share in the Indian market – often touted as the largest market for whiskies globally – and has outpaced rivals with robust double-digit growth even as domestic scotch consumption has somewhat slowed down. While the overall scotch market in India in 2013 ended with 9 per cent growth over the previous year to 2.8 million cases, JW Black Label reported a 25 per cent growth in the same period, consolidating its lead in the premium scotch category.
The growth of the brand Johnnie Walker is a result of increased focussed initiatives and unique consumer experiences around the brand, which the company had undertaken. In the past year, Johnnie Walker has expanded its market share in the scotch category, working its way up against the slowing market tide.
ENGAGEMENT THAT ENTHRALS
Johnnie Walker spirits have received strong scores at international Spirit ratings competitions and from liquor review bodies. The Green Label received a string of three double gold medals from the San Francisco World Spirits Competition between 2005 and 2007. The Gold Label received double gold medals from the San Francisco competition in 2008 and 2009 and won gold in 2010. Spirits ratings aggregator proof66.com, which averages scores from the San Francisco Spirits Competition, Wine Enthusiast and others puts the Black, Blue, Gold and Green Labels in its highest performance category (“Tier 1” Spirits). Johnnie Walker spirits have several times taken part in the Monde Selection’s World Quality Selections and have won a Gold Award and a Grand Gold Quality Award.
JW has been at the forefront when it comes to innovation. In 2008, it launched Blue Label King George V. This extraordinary blend uses whiskies from an unrivalled collection of fine whiskies dating back to the reign of King George V in the early 20th century. Green Label was created using malts without a grain base, giving this label a vibrant flavour that evokes the freshness of the outdoors. The Gold Label is based on Sir Alexander Walker’s notes from 1920 for a centenary blend. Its decadent, creamy and honeyed flavour makes it the perfect blend for any celebration.
The brand remains the world’s favourite premium blended whisky.