Johnnie Walker: Brand Profile


Selected Johnnie Walker advertising

Johnnie Walker is the world's best-selling whisky, and the #3 premium spirit overall by volumes. However its high price makes it the top-seller globally by revenues, worth an estimated $5.8bn at retail in 2013, according to Impact Databank. That's more than $2.4bn higher than second-placed Smirnoff vodka. Its greatest strength is an extensive worldwide profile, unmatched by any of its competitors. Sold in more than 200 countries, Johnnie Walker doesn't lead the whisky sector in any of the key spirits markets, but is a major player in all of them. It is especially strong in Asia, an important whisky market, where it is Diageo's biggest brand. 

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 31st Jul 2014: Ads of the Week: "Gentleman's Wager". No question about what qualifies as the week's biggest "event" ad. Jude Law lends star power to a lavish film for Johnnie Walker's ultra-premium Blue Label blend, from Anomaly London and RSA Films. Your opinion may depend on whether you care for Jude Law in swagger mode, as he is here, but the photography and art direction is undeniably lovely and the concept sweet (if somewhat fanciful). Frankly, though, we were expecting a more impressive climactic twirl. I'm sorry Jude but you'd never win a boat from me with a half-hearted shuffle like that... 

Adbrands Weekly Update 20th Mar 2014: Johnnie Walker held firm as the world's most valuable spirits brand in 2013, according to the latest ranking from Impact Databank. Total retail value was almost $6bn, getting on for twice the value of its Diageo stablemate Smirnoff, ranked #2 at $2.5bn. LVMH-controlled Hennessey was 3rd at $3bn. Diageo has a stake in that brand as well through its minority holding in Moet Hennessey, and the British group had four other "billionaire brands": Captain Morgan, Crown Royal, Baileys and Turkish liqueur Yeni. Rival Pernod-Ricard had four of the 22 global billionaire brands: Absolut, Chivas Regal, Ballantine's and Royal Stag. 

Adbrands Weekly Update 20th Feb 2014: There was a shakeup in the traditional order of the world's leading spirits brands last year, as whisky, and especially American whisky, retained its popularity at the expense of white spirits. According to latest figures from industry monitor Impact Databank, Smirnoff held on to the top spot as the best-selling premium spirit in 2013, despite a slide in volumes, but longtime #2 Bacardi fell behind Johnnie Walker for the first time and Absolut slipped into 5th place behind Jack Daniel's. Almost all of the leading brands were under pressure, with Smirnoff, Bacardi and Absolut all shedding sales while Johnnie Walker was flat. Jack Daniel's, though, scored 5% growth, while rival Jim Beam put on almost 9% further down the table. The changing nature of the market was underlined by half-year figures from Pernod-Ricard, which acknowledged a 3% decline in Absolut volumes between July & December. By comparison, its Jameson Irish whiskey scored an impressive 13% gain.

Adbrands Weekly Update 12th Sep 2013: Ads of the Week: "From The Future". We love the hyper-charged Johnnie Walker campaign from Neogama BBH in Brazil. Great music, great imagery, great voiceover; makes no sense as a whisky ad, but it's exciting as hell. 

Adbrands Weekly Update 21st Mar 2013: The latest ranking by drinks industry monitor Shaken's Impact confirmed Johnnie Walker, yet again, as the world's most valuable spirits brand. Though it sells fewer bottles than, for example Smirnoff or Bacardi, its premium price puts it right at the top in term of value. Impact estimated retail sales of $5.8bn in 2012, more than $2bn above second-paced Smirnoff at $3.4bn. LVMH's Hennessy cognac was #3 with $2.9bn followed by Bacardi ($2.6bn) and Jack Daniel's ($2.5bn).

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The Adbrands Profile of Johnnie Walker summarises the brand's history and current operations. Subscribers may access the following website links:

Johnnie Walker website

Diageo

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