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.
Could it happen? According to this report, a section of the beer community wants to ditch the word craft. They prefer instead the term “Indie” for brewers they believe follow the enlightened path of t...
The global elite were in Switzerland last week for the World Economic Forum in Davos, the annual corporate huddle for the rich and powerful. The CEO of The Coca-Cola Co, Muhtar Kent, was there too, de...
With The Coca-Cola Co stealing yesterday's limelight with its new united marketing strategy for brand Coke yesterday, a Forbes interview with PepsiCo North America Beverages' new CMO, Seth Kaufman, sl...
It is a bold attempt to regain a measure of control in the ever-spiraling debate about sugar. But will The Coca-Cola Co's new marketing strategy - which for the first time ties all of the Coke family ...
- What's so special about Islay anyway? - Comment
- Six key trends for alcoholic drinks in 2016
- With MegaBrew sorted, is MegaBev next? - Research
- Diageo gets 2016 off to a strong start - Analysis
- What do Bourbon and craft beer have in common?
- Bacardi ups ante in US Havana Club row
- Alcohol industry warning over Kroger plan
- The US is "the first place I look" - Diageo CEO
- SABMiller hits back in UK corporation tax row
- Suntory bids for Lucozade, Ribena Nigerian network
- What Next for Beer and Brewers Following the MegaBrew Deal?
- Global travel retail insights - market forecasts, product innovation and consumer trends
- Global Beer Trends 2015 : Global Beer Trends and Long-term Forecasts
- Global Whiskey Market 2016-2020
- Global sparkling wine insights - market forecasts, product innovation and consumer trends research