Archives for posts with tag: johnnie walker

On July 12, Diageo, the makers of Johnnie Walker Blue Label hosted an exclusive event in the Imperial Hotel, New Delhi to mark the first global reveal of its new bottle.

The event celebrated the brand’s own epic journey and the unveiling of a contemporary redesign for the iconic luxury bottle, which Diageo firmly position the flagship Scotch Whisky for the future. Inspired by Alexander Walker’s Old Highland Whisky of 1867, Johnnie Walker Blue Label is a significant accomplishment for the modern whisky era.

The invitation-only event was hosted by Indian actor Rahul Khanna and featured performances by DJs Mideval Punditz and the Shiamak dance troupe. The event was attended by those shaping Indian culture today: Indian businessman Suhel Seth, Delhi socialites Dia Bhandari and Shonali Gheewala and GQ Editor Dylan Jones.

Rudy Paoli, Managing Director Global Reserve, said: “Johnnie Walker Blue Label is a luxury Blended Scotch Whisky for those wanting to celebrate their own achievements. India is the perfect setting for this global reveal, with its rich heritage and new and exciting fine drinking culture. It is at the forefront of today’s global music and film industries , it has a vibrant, thriving economy and is one of the world’s fastest growing luxury goods markets.”

The celebration is the first in a series of launch events worldwide at which guests will be immersed in the story of Johnnie Walker Blue Label.

The redesigned bottle features crafted details and an ultra-thick light blue glass base and side walls John Walker & Sons monogram and Royal Warrant are printed directly onto the glass in a rich gold color. The number of bottles is limited.



The Power 100 is an annual research study monitoring the power of the world’s leading spirits and wine brands. Now in its sixth year, The Power 100 has become an industry benchmark of performance, recognising brands which have performed well and identifying those which haven’t. The unique brand ratings highlight each brand’s strengths and weaknesses – providing exclusive insight into what drives the world’s most powerful spirits and wine brands.


The panel of drinks experts has over 200 year’s combined experience in the global drinks industry. They have been involved with all of the major drinks companies and held positions of responsibility in virtually every market. Between them they hold detailed financial and marketing knowledge of every brand covered in this report, and many more besides. Nearly 10,000 brands were looked at in the compilation of this research, across all markets, in every territory.



The king continues to fall. The worlds largest spirits brand and the biggest vodka by over double the size of its nearest competitor continued its decline this year, with its total score down 5% on top of a 3% decline the previous year. Smirnoff’s 1% volume decline and 4% value decline is symptomatic of its ‘middle of the road’ positioning that is being threatened from above – from the likes of Absolut up 6% in volume – and from below – from the likes of Svedka, up nearly 20%. Its brand reputation is suffering as a result, scoring 2% lower this year.


Bacardi regains its No.2 spot in this year’s The Power 100, following an impressive performance on all fronts. Its total score moved up 5% and its brand score up 2%. Bacardi enjoys a privileged position by being not only the favoured child in the Bacardi Martini family but also being almost synonymous with the rum market in general. This makes Bacardi a back bar staple and versatile cocktail ingredient helping build its position in the off-trade too.

Johnnie Walker

Johnnie Walker’s tenure as the second most powerful spirits brand in the world was short-lived at only one year. This year it returns to its No.3 position despite an impressive performance with volumes growing by a striking 11%, due in large part to its penetration of Far East markets, Korea and China in particular, whose economies were less affected by the recession. This is a complete reversal of its performance the previous year where volumes fell by 11%. Because of this change in direction and improvement in the brand score by 4%, Johnnie Walker managed to grow its total score and may yet challenge Bacardi again next year.

Martini Vermouth

Martini Vermouth maintains its position in this year’s The Power 100 with no movement in its brand score and a modest 2% increase in its total score. The iconic brand, dating back over 140 years, upholds its relevance with initiatives such as the launch of Martini Gold by Dolce& Gabbana – a collaboration with the famous Italian design duo and an advertising campaign featuring Italian actress Monica Bellucci.


As predicted in last year’s report, Absolut has returned to form under Pernod Ricard ownership, following acquisition the previous year. Absolut has returned to growth and its brand score increased by 2% helping it move up two places, ahead of Jack Daniel’s and Hennessy. With Smirnoff’s position in decline, Absolut is a real contender for the vodka top spot with its volumes over three times that of nearest competitor Grey Goose. Although with volumes half Smirnoff’s size it has some way to go yet.

Jack Daniel’s

Jack Daniel’s continued at a steady pace this year with a volume increase of 1% and brand score increase of 2% leading to a total score up a modest 1%. With the US being the major market for Jack Daniel’s and this being rather subdued because of economic challenges, Jack Daniel’s was unable to experience the sorts of growth witnessed by other brands with a greater geographical spread, particularly in the Far East. Never-the-less, the brand enjoyed a good year and is in a good position for this to be repeated next year.


With solid volume growth of 10% combined with a brand score up 6%, Hennessy had a good year. The brand continues to gain traction with contemporary audiences and build its premium credentials under the stewardship of LVMH. The range of half a dozen product variants creates a ladder for the consumer climb, allowing them to remain with the brand as they grow in age and affluence. As the economy returns to normal premium spirits brands are likely to return to vogue which Hennessy is well positioned to capitalise on.

Chivas Regal

Chival Regal had an impressive year with net sales up 5% and volumes up 1%. China is now Chivas Regal’s largest market which, alongside other Asian markets, has helped propel the brand forward. The distinctive ‘Live with Chivalry’ advertising campaign seen throughout the world has helped build the brand’s profile and leadership in the Ultra-Premium Scotch whisky category. Its brand score improved by 5% which contributed to an overall total score increase of 2%.

Captain Morgan

Whilst half the size of category leader Bacardi, Captain Morgan is still a dominant force in rum. Increased marketing spend supporting the ‘Calling All Captains’ campaign, ‘Captain and Cola’ initiative and the launch of Captain Morgan Lime Bite helped boost Captain Morgan’s brand score by 4% this year. This, combined with a steady volume increase of 3% helped its overall score move upwards by the same amount.


A strong position in the increasingly affluent and economically protected Asian markets such as China and Korea saw Ballantine’s increase both its volume and value by 4% in the past year. The brand has also been supported by marketing initiatives such as sponsorships of prestigious golf tournaments, special edition bottles and the brand was relaunched to critical acclaim resulting in a strong performance in the important Duty Free market.