GLOBAL: Diageo revamps Johnnie Walker stable – two in, two out
Diageo is giving its Johnnie Walker global stable a tidy
The company confirmed to just-drinks today (4 April) that it will roll out Johnnie Walker Gold Label Reserve and Platinum Label 18-Year-Old in all markets starting from early June. Gold Label Reserve, which has been available in South East Asia for about three years, will hit all of Johnnie Walker's markets around the world during the summer.
Platinum Label, meanwhile, will extend its reach from the travel retail channel, where it was launched six months ago. The Gold Label Reserve will retail in the UK at around GBP40 (US$63.50) per bottle, with Platinum costing around GBP70.
Nick Morgan, Diageo's head of whisky outreach, told just-drinks today: “The team have decided that now is an opportune moment to make some changes in order to make the Johnnie Walker portfolio be in the best shape; to make the portfolio have a global reach and resonance to make the most compelling choice for consumers, and to make sure we are seizing the most of what we believe to be commercial opportunities in different markets around the world.”
Meanwhile, Diageo said that it will be withdrawing Johnnie Walker Gold Label 18-Year-Old from all markets except the US, where it will remain for another 12 months. Also leaving the portfolio is Green Label, except in the US where it will be available again for another 12 months, and in Taiwan where it will not be withdrawn at all. “Green Label is a very important part of the blended whisky category in Taiwan for us,” Morgan added.
Both Gold Label 18-Year-Old and Green Label, the latter of which Morgan described as having been regarded as “something of an anomaly within the range”, have been available since the late 1990s.
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