Johnnie Walker is getting a major push in the UK

Johnnie Walker is getting a major push in the UK

Diageo is launching a new GBP7.2m (US$11.5m) marketing campaign for Johnnie Walker Red Label in Britain in a bid to attract younger drinkers to the Scotch whisky category. 

The initiative, which starts next month, will include a TV, cinema and magazine campaign for the blended whisky. It is the first TV ad for the brand on British screens for 50 years, Diageo said. 

The campaign, called 'Where Flavour is King', will promote a new signature serve called Johnnie Red & Ginger. The move is aimed at shaking-off the perception of whisky as an "old man's drink", Diageo said. 

Johnnie Walker Red Label will also be relaunched in a newly-desgined bottle as part of the push. 

A Diageo spokesperson said the investment is a “focussed drive to make the whisky category more appealing to 25-35 year-olds, and a bid to mirror the success that the brand and the category enjoys globally”. 

Diageo said that while global demand for Scotch is still growing, UK demand has not been as “stellar”. “The Johnnie Walker Red campaign is part of Diageo’s efforts to reinvigorate the category in this market,” the company said. 

Johnnie Walker Red accounts for 70% of Johnnie Walker total brand sales globally, according to Diageo.