Diageo is releasing a “more accessible Scotch” under its Johnnie Walker Red Label brand.
The new Johnnie Walker Red Soul whisky “plays into Diageo’s ambition to strengthen its portfolio at an entry-level price point”, the group said in a statement today (11 March).
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“With a sweeter, smoother take on the original icon, Johnnie Walker Red Soul is designed to offer a more accessible Scotch for non-whisky drinkers,” Diageo said.
Johnnie Walker Red Soul is being rolled out globally starting this month, with a recommended retail price of £25 ($34).
The product will be launched first in Europe, the Middle East and northern Africa, with other markets to follow.
Diageo global whiskey director John Williams said: “Johnnie Walker Red Soul shows another side to whisky – softer, a bit sweeter and perfect for mixing. We see it as a great choice for those looking for a quality spirit at a more affordable price point.”
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By GlobalDataJohnnie Walker master blender Emma Walker said the new whisky “deliberately” moves away “from smoky notes to create something brighter”, with the flavour being developed “to appeal to a younger audience who perhaps had not tried whisky previously”.
The launch of Red Soul follows comments from Diageo CEO Sir Dave Lewis last month when he suggested the business is planning to review its pricing and product strategies.
As the Don Julio brand owner shared half-year results that included lower organic sales, a cut to its full-year guidance and adjustments to its dividend, Diageo said it was developing a strategy that will be shared with the market in the third quarter of 2026.
Speaking to analysts, Lewis, who started at Diageo in January, said: “The way we’ll think about strategy is how do we build out a portfolio that actually reflects and is effective in the prevailing economic conditions?
“We can make some calls about how that might change into the future but I don’t want the Diageo business to be something that has to rely on the economic temperature in order to be successful. That’s going to be the change in the strategy you see going forward.
Speaking on the US market at the time, Lewis added that Diageo is “very well served at the premium end” of spirits but is “under-represented in the volume parts of the market”.
