Blog: A 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.
It's a popular grizzle and one I'll admit to having on at least one or two occasions… a day. Why do people post photos of their food and/or drink on to my social media feed?...
After a 2014 it'll want to forget, Treasury Wine Estates has some good news....
The garden shed is usually home to some spiders, a lawnmower and a few half-empty paint tins. ...
Frank Sinatra liked a drink. He was famous for it. ...
- Is Diageo approaching its "Et tu, Brute" Moment?
- Diageo Q4 & FY - Preview
- SABMiller, Carlsberg, Heineken: Poland's beer itch
- SABMiller's Q1 Sales Performance by Region
- Are Big Spirits Companies Failing to Innovate?
- Diageo comm's director latest to leave
- Global business development head to quit Diageo
- Diageo hit by SEC investigation in US
- just the Winners - IWSC Spirits Trophy Winners
- Suntory sells Louis Royer Cognac for US$110m
- Global rum insights - market forecasts, product innovation and consumer trends research
- Global liqueurs insights - market forecasts, product innovation and consumer trends research
- Global cachaca insights - market data, product innovation and consumer trends research
- Global Tequila insights - market forecasts, product innovation and consumer trends research
- Global gin insights - market data, product innovation and consumer trends research