The Scotch category was suffering from a bad reputation, based on outdated cultural perceptions, & didn’t feel relevant to most drinkers.
Take whisky off the shelf and into culture. A new serve-led strategy, identity, & activation in global cities going to where non-whisky drinkers from irreverent luxury already were. All created in collaboration with those in the culture we were targeting.
+5 from 7th to 2nd best selling variant 13.1% sampling to purchase (vs average 11.6%) +35% sales increase with 41% increase in gross profit Catalyst for total trademark transformation
It has led to one of the biggest brand refreshes in the history of Johnnie Walker, opening the door to a new generation of whisky drinkers.
John Williams, Global Head of Scotch Brands at Diageo