Gold Studio Gallery 1 x2

Opening the door to a new generation of whisky drinkers

The Scotch category was suffering from a bad reputation, based on outdated cultural perceptions, & didn’t feel relevant to most drinkers.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

00 Gold Apple Logo
Gold Comms 2 x2
Gold Comms 3 x2
Gold Intro Image 2 x2
Gold Studio Gallery 10
Gold Studio Gallery 15
Gold Large Image 3 x2