The company has eight spirits brands among the top 20 premium spirits brands in the world by volume, and seven by value.
Johnnie Walker is number one by value with a retail value of approximately $4.705 billion and number three by volume with about 16 million 9-litre cases.
In the six months ended 31 December 2010, Diageo reported share gains in some Latin American and Asian markets including Mexico and China. Johnnie Walker was the key driver of this scotch performance, posting 11% volume and 10% net sales growth on an organic basis in the first half. This was primarily driven by strong sales in the super deluxe variants, such as Johnnie Walker Blue Label. The company said Johnnie Walker Black Label performed well as consumers began to trade back up.
On the heels of this growth, Johnnie Walker is expanding a global campaign platform inviting consumers to ‘Step Inside the Circuit’ of Grand Prix racing. This expansion will kick off at the Formula 1 Australian Grand Prix in Melbourne the weekend of March 25-27 2011.
