Marketing Strategies of Johnnie Walker

The Marketing Mix of Johnnie Walker – World’s Favorite Scotch!

Type: Scotch Whiskey
Manufacturer: Diageo
Country of Origin: Scotland

Originated in Scotland in the year 1820 as a grocery store, this brand blended its first scotch whiskey in the year 1865. It was established by a grocer named John Walker. It currently holds the status of most widely distributed Scotch Whiskey brand in the world and is sold in every country. The annual sales are over 223.7 millions of around 700 ml bottles in 2016 (156.6 million litres)

This is a subsidiary brand of its parent company Diageo. It is a leader in the beverage industry and is known to make blended whiskeys for many years. The target market of this brand is urban and upscale people who wish to drink premium whiskey only.

It is ranked at number three position in the global market as best-selling whiskey in terms of volume. Some of its rival companies are as follows-

  • White and Mackay
  • Chivas Regal
  • Black Dog
  • Ballantine’s
  • Vat 69
  • Cutty Stark


» The portfolio of this brand comprises of:

  • Red Label – This is a non-slated blend. It was introduced in the year 1945 and has been a favorite since then. Today, the primary use of this whiskey is for making mixed drinks.
  • Black Label – This is one of the most premium and widely sold scotch whiskey in the world. It is aged for a minimum of 12 years.
  • Double Black – This was released only for the travel retail in the year 2011.
  • Green Label – This is launched as Johnnie Walker Pure Malt – 15 years old. It was introduced in the year 1997. In 2004, it was renamed as Johnnie Walker Green Label. This is a blended malt whiskey with no grains in it. It was discontinued in the year 2012 and was relaunched in 2016 and now is available globally.
  • Gold Label – This single malt was originally bottled for 18 years and was labelled as ‘The Centenary Blend’. In 2013, it was renamed as Gold Label Reserve with no age statement blend.
  • Aged 18 Years – This was called as Platinum Label and was introduced by that name in the market. It was also made to replace Gold Label in the Asian market. Platinum Label was discontinued in mid 2017 and was reintroduced as Aged 18 years and is available around the globe by this name now.
  • Blue Label – This is the most premium blend by Johnnie Walker with no age statement. This blend has recreated the whiskey which was once blended in 19th century. Bottles are numbered serially and sold in a silk-lined box accompanied by a certificate of authenticity. It is one of the most expensive blended Scotch Whiskies in the market. Over 25 Limited Editions have been released till date.
  • Johnnie Walker Swing – This is a bottle made by the brand which has an irregular bottom which makes it swing. It was introduced for the sailors on the ship and was the last blend by Alexander Walker II.


» Some Limited Editions by Johnnie Walker –

  • Johnnie Walker XR 21
  • Johnnie Walker Black Label
  • Odyssey
  • Island Green Label
  • Blue Label 1805
  • Blue Label 200th Anniversary


» Marketing and Promotions by Johnnie Walker-

Johnnie Walker is known for having a very unique marketing strategy and has been doing a lot of promotional activities for brand awareness. Their brand strategy is also promotes maintaining the loyalty of their customers.

To promote the legacy of the brand they had released a short film in the year 2009 which was created to focus on the brand history and how it came into existence.

The very famous television series called ‘Mad Men’ in its sixth season, launched an ad campaign with Johnnie Walker that also featured Christina Hendricks.



John Walker and Sons Voyager Tour was launched to promote Odyssey blend in consumer world market.

#JWBrandFact – The logo of Johnnie Walker is of a striding man which promotes the upscale and traditional attire of a person with modern thinking.

Johnnie Walker is known and has achieved several awards because of its quality products and it deals with just that.

Its parent company Diageo has started a member club titled ‘The Striding Man Society’ for loyal drinkers of Johnnie Walker. The brand is the official whiskey sponsor of Formula 1 and Golf tournaments like Johnnie Walker Championship at Gleneagles and Johnnie Walker Classic.


› Jane Walk Campaign by Johnnie Walker –

A female mascot was added to the iconic striding man logo after 100 years. This campaign was launched in the month of March in 2018 to celebrate Women’s History Month and International Women’s Day.

This campaign was launched to support women in various fields of work – politics, business and culture. The aim of this campaign was to donate $1 for each bottle produced to nonprofit campaigns like Monumental Women, a movement to erect a monument honoring America’s women suffragists in New York’s Central Park (there are currently 23 historical statues in the Park, none of which honors a real woman), and She Should Run, a group encouraging women to register and run for elected office.

Under this campaign Diageo also decided to donate $150,000 to ‘Monumental Women’ and an unspecified amount to ‘She Should Run’.

Highlighting this campaign, VP of Johnnie Walker, Stephanie Jacoby said “Important conversations about gender continue to be at the forefront of culture, and we strongly believe there is no better time than now to introduce our Jane Walker icon and contribute to pioneering organizations that share our mission”


› Johnnie Walker – The Journey

This campaign was launched in India in September 2018 to celebrate the success of India’s mission to Mars. This was a 20-minute short film written and directed by actor Imran Khan and was directed under the banner of Dharma Productions.

The ‘Keep Walking India’ campaign was launched to showcase and celebrate the countless achievements, unwavering optimism and tireless progression of the great people who call India home.

It was on September 24th, 2014, that India’s rover successfully orbited Mars marking the country’s first venture into interplanetary space. Inspired from these true events and on the eve of its 4th anniversary, Johnnie Walker – The Journey launched the film on India’s Mission to Mars, which not just celebrates the country’s technological progress but also its commitment to making the impossible possible.


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