Blog: Chris MercerA Dinner for Diageo's Johnnie Walker Double Black

Chris Mercer | 20 May 2011

Last night, just to prove that three days at an international wine show is not enough, just-drinks popped along to a Diageo-hosted dinner at Marcus Wareing's restaurant at The Berkeley to mark one year since the launch of Johnnie Walker Double Black.

As you've probably summised already, Johnnie Walker Double Black has proved a serious hit in the travel retail sector, where it was officially launched around a year ago. Well, it was hardly going to be a slap-up dinner to celebrate the brand extension's glorious failure, was it?

Some of Diageo's jubilation probably translates from relief. After all, it's not easy to extend a flagship brand, as the innovation team on Guinness has found several times to its cost.

Before we tucked into some seriously good food, accompanied by Johnnie Walker Double Black-infused sauce (and jelly), we chewed some numbers and heard about Diageo's plans. 

We'll have more information for you next week, but here's a snippet. In the fourth quarter of calendar 2010, Johnnie Walker Double Black achieved net sales of GBP3m (US$4.9m), making it the eighth best-selling spirits brand by value in the global travel retail sector during the period, Diageo said last night. It had a value share of 1.8% for the three months.

The group's head of travel retail for Europe, Paul Downing, expects that Double Black's recent launch in Russia will significantly boost his corner of the Diageo empire over the next year.

Stay tuned for more.


BLOG

I've got the brains, you've got the water. Let's make lots of money

Do you have a water source in your garden? By which, I mean a spring, rather than an outside tap....

BLOG

The just-drinks Weekly Round-Up

Here's a round-up of the top stories on just-drinks last week, featuring PepsiCo and Coca-Cola Co, Castel, Molson Coors and the cachaca sector....

BLOG

The real stars behind supermarkets' Scotch success

There was a big focus on supermarkets and their Scotch offerings this week when a couple of own-brand malts scooped top awards at the International Wines and Spirits Competition (IWSC)....

BLOG

San Francisco's 21st Amendment breaks ground on new site - video

You can't seem to move at the moment for news of US craft brewers expanding....

just-drinks homepage



Forgot your password?