Johnnie Walker
Johnnie Walker achieved unit sales of 17m units of Red and Black label versions in the year ending June 2011, and sales promptly rose 15% in the following six months.
As the world’s best-selling whisky and its top spirit in value terms, Interbrand noted that the brand retains its premium positioning despite high volumes, due to a “simple and elegant” brand architecture that resonates with consumers.
A ‘Walk with Giants’ campaign in Africa, a tie-up with Chinese blogger HanHan and Latino spokesman DJ Alex Sensation are boosting emerging markets sales, and offsetting European challenges.
Meanwhile, Interbrand said that golf sponsorships – the Johnnie Walker Classic in Asia and the Johnnie Walker Championship in Gleneagles – ensured brand visibility and reinforced Scottish roots.
“At the same time, through careful and consistent management, the brand has remained relevant to customers at every price point. Johnnie Walker’s future will remain very promising if it doesn’t stray from its current path,” Interbrand’s analysts wrote.
(Picture Copyright: Brendan C/Flickr)