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 19th Mar 2015: Impact Databank published its annual ranking of the world's Top 100 most valuable spirits brands. Johnnie Walker retained its commanding lead at the top of the table, despite an 8% slide in value to $5.3bn. The Diageo brand has suffered the effects of a clampdown on luxury spending in China as well as political turbulence in Russia. Smirnoff held second place almost $2bn lower at $3.4bn, but long-standing #3 Bacardi slipped back to 5th at $2.5bn. It was overtaken by Hennessy cognac ($3.1bn) and Jack Daniel's ($2.7bn).

Adbrands Weekly Update 29th Dec 2014: Bartle Bogle Hegarty lost its stewardship of Diageo's Johnnie Walker whisky after a 15-year partnership. The new agency is MDC's Anomaly, which had already slipped onto the roster earlier this year with a lavish film for Johnnie Walker Blue Label starring Jude Law. Now Anomaly gets the whole business. "A new and exciting era lies ahead for Johnnie Walker," said Guy Escolme, Johnnie Walker global brand director. "In Anomaly we believe we have a partner who will help us take fresh strides with stunning creative that will support the brand's future global growth."

Adbrands Weekly Update 18th Dec 2014: Ads of the Week: "The Next Step". Here's an intriguing spot for Johnnie Walker from BBH New York to celebrate the New Year and to ask what's next. The hidden undercurrent here is that BBH is currently defending a review of that account, so what's next could in fact involve a parting of the ways between the agency and its longtime client. Still, one-shot ads like this are always a delight (but did we spot a cut between the shop and the airplane?). This one apparently took 50 takes and three days to get right. There's a great Making Of for this too on our Facebook page. 

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. 

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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


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