Diageo hopes to capitalise on upgrade trends in Canada

Diageo hopes to capitalise on upgrade trends in Canada

Diageo has expanded the release of its latest Johnnie Walker Scotch whisky variants to North America for the first time.

Johnnie Walker Platinum Label and Johnnie Walker Gold Label Reserve, which were lined up for global roll-outs earlier this year, are now available in Canada, Diageo announced yesterday (11 October). The company said the launch aims to capture the Canadian market's fresh demand for premium whisky blends.

“There is a clear trend among Canadians today upgrading to premium whisky blends,” said Johnnie Walker marketing director David Allard. “This trend has driven the Scotch category up by 5%, which is expected to increase even further with the launch of super and ultra premium Scotch whiskies.”

Johnnie Walker Platinum Label will sell for CAD149.95 (US$153) per bottle, while the Gold Label Reserve, also launched in March, has a CAD79.95 price tag.

Earlier this month, Johnnie Walker retained its position as the number one brand on the IWSR/just-drinks Performance Brands rankings.