Johnnie Walker to recruit new whisky drinkers

Red Label and GingerMajor new activity for Johnnie Walker whisky in November is set to bring a new generation of drinkers to the category.

Diageo is investing £7.2milllion in marketing activity including Johnnie Walker’s first TV ad in the UK for 50 years alongside a new bottle design and signature serve.

The marketing drive, under the banner of Where Flavour is King, aims to recruit a new generation of adults aged 25 to 35 to Johnnie Walker Red Label and challenge the perception that whisky is an old man’s drink.

The campaign aims to bring Britain’s whisky culture in line with the rest of the world, where whisky is perceived by young adults as trendy and is often enjoyed as a long mixed drink.

To achieve this goal within the UK, Johnnie Walker will promote a simple new serve called Johnnie Red & Ginger (pictured) in both the on- and off-trade. Combining Johnnie Walker Red Label and ginger ale, it is designed to inspire and encourage experimentation with whisky. The new signature serve will be supported in outlet with special branded glassware.

Erik Brentjens, Johnnie Walker marketing manager at Diageo GB, said: “Johnnie Walker is a strong British brand with a rich heritage, particularly our famous Red Label variant, which delivers 70% of Johnnie Walker volume globally.

“However, in Great Britain, the home of Johnnie Walker, we recognise that there is still a long way to go, which is why now is the perfect time to not only invest in this iconic brand but the whisky category too.

“Our contemporary new bottle design and engaging marketing campaign will inspire a new generation to discover whisky, ultimately creating opportunities for significant profits within both the on- and off-trade markets.”

Globally, Johnnie Walker is not only the world’s number-one whisky brand but is also the world’s best-selling spirit brand, worth $5.8 billion in value sales worldwide.

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