The world’s top 10 spirit brands12th June, 2013 by Lucy Shaw
3: Johnnie Walker
Volume 2011: 18 million 9l cases
Volume 2012: 19.7 million 9l cases
Change 11-12: +9.4%
2012 ranking: 3
According to the IWSR, Johnnie Walker remains the number one Scotch brand in the world, with 2012 global sales just shy of 20 million cases. While sales are strong in the UK, the US, Brazil and Mexico are the brand’s most buoyant export markets, along with China, Thailand and South Africa.
Johnnie Walker’s impressive sales growth last year came mainly from its premium offerings, such as its limited edition Explorers’ Club Collection – a trio of blends inspired by the riches found along the world’s great trade routes. So far, the Gold Route and Spice Route have been launched with the third expected later this year.
Clinching the number one spot ahead of Smirnoff in The Drinks Business Power Brands 2013 list, pushing the vodka brand down into second place for the first time in eight years, Johnnie Walker’s recent momentum has been phenomenal, with global sales increasing by nearly five million cases in the last two years.
Brand owner: Diageo
Head office: Lakeside Drive, London NW10 7HQ,
UK Tel: +44 (0)20 8978 6000
Brand director: Gavin Pike
PR (UK): Diageo press office +44 (0)20 8978 2749
Product range: Red, Black, Green, Gold and Blue Labels, Double Black, Expolorers’ Club Collection