The brand will become a permanent fixture in the US

The brand will become a permanent fixture in the US

Johnnie Walker Double Black has joined Diageo's permanent line-up of whiskies in the US. 

The 40% Scotch blend was first trialled in travel retail in 2010, before before going into the rolling out across the channel globally the following year and getting a limited general retail release. Diageo confirmed today (18 April) the product is now part of its official US retail range, with a RRP of US$40.

"We have seen a dramatic increase in Scotch whisky sales around the world and the response to Johnnie Walker Double Black in the US market has been overwhelmingly positive," said Brian Radics, Scotch brand director at Diageo North America. 

He added: "We are proud to bring this previously unexplored category of exceptionally smoky blends to our consumers for their responsible enjoyment."

Earlier today, Diageo announced a 4% in group Q3 sales, while sales in North America rose by 6%.