Johnnie Walker: Brand Profile
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 2012, according to Impact Databank. That's more than $2bn 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.
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Who are the competitors of Johnnie Walker? See Alcoholic Drinks Sector index for other brands and companies
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Recent stories from Adbrands Weekly Update:
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).
The Adbrands Profile of Johnnie Walker summarises the brand's history and current operations. Subscribers may access the following website links:
Johnnie Walker website
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