4,745 $m
Johnnie Walker had another exceptional year, expanding globally while maintaining a strong level of consistency and commitment to its core values. The annual Top Performing Spirits Brands report rated Johnnie Walker as the clear leader on the international stage. The brand posted 15 percent net sales growth for 2012, and its premium products alone grew 28 percent, experiencing significant growth in North America, thanks to the launch of new Blue Label packaging and a successful digital rich media advertising campaign enabling custom bottle engraving orders. While protecting its leadership position in the higher price range, Johnnie Walker has also seen great success with the development of its House Beijing and Shanghai properties in China, brand experiences dubbed “the world’s largest embassy for luxury Scotch whisky” outside of Scotland. It did, however, stir up controversy in China for featuring a CGI Bruce Lee in a campaign that debuted in July, almost 40 years to the day of the martial artist’s (and teetotaler’s) death. Ongoing marketing investment in its global “Walk with Giants” and “Step Inside the Circuit” campaigns and Grand Prix sponsorships have helped drive growth and visibility. In addition, restoration of its almost century-old Annandale Distillery in southern Scotland is underway, demonstrating commitment to its heritage. Despite ongoing global expansion, Johnnie Walker continues to develop award-winning advertising and design, while maintaining visual consistency and its premium, quality positioning in the market.