£100 Million Tonic for Scotch Whisky

Diageo is investing over £100 millionbehind its Johnnie Walker brand this year, involving a highly innovative global marketingcampaign, in an effort to spur growth in the Scotch whisky market. Scotch whisky is extremely important toDiageo accounting for roughly 25% of group profits. Diageo, through its United Distillers& Vintners spirits arm controls about 40% of the Scotch whisky market, and owns fourof the top ten selling Scotch whisky brands (see Table One). UDV is, of course, by far theworld's largest spirits group, being at least double the size of its nearest rivals -Allied Domecq, Seagram and Bacardi. See "

February 25, 2000

Scotch whisky is extremely important toDiageo accounting for roughly 25% of group profits. Diageo, through its United Distillers& Vintners spirits arm controls about 40% of the Scotch whisky market, and owns fourof the top ten selling Scotch whisky brands (see Table One). UDV is, of course, by far theworld’s largest spirits group, being at least double the size of its nearest rivals -Allied Domecq, Seagram and Bacardi. See “Mixing Drinks Proves a Headache“.Last year, UDV achieved volume sales of 113 million cases (9 litre) and operating profitsof £967 million, with Scotch whisky contributing about 25% of volume and half of profits.

Stay informed for just £1! *

Get access to unbiased and data-driven news with a subscription to Just Drinks.

What’s included in your subscription:

Unlimited access to Just Drinks content including daily global news, in-depth analysis, and interviews with C-suite executives
Unbeatable coverage of categories from beer, wine and spirits to soft drinks and hot
beverages
Unrivalled drinks industry comment from Dean Best, Jessica Broadbent and leading sector specialists

Have a Subscribtion Sign in