Johnnie Walkers declines were almost all in Asia-Pacific

Johnnie Walker's declines were almost all in Asia-Pacific

Diageo's Johnnie Walker brand was one of the main losers last year as global Travel Retail trends reversed in Asia-Pacific and volumes fell.

The blended whisky, Travel Retail's biggest selling global spirits brand, saw volumes drop 4.5% in 2013, according to latest IWSR figures. The fall was attributed almost entirely to declines in Asia-Pacific, where overall volumes dropped 4.4% in the year following years of rapid growth.

Despite the decline, Johnnie Walker retained its strong lead against rival brands, selling 19.9m litres, about 900,000 less than in 2012. Second-placed Absolut vodka also maintained its position. However volumes for the Pernod Ricard brand fell by 10.4% to 8.1m litres.

Brown-Forman's Jack Daniel's saw the strongest growth in the top ten, overtaking Pernod's Chivas Scotch to take third place. Brown-Forman's Finlandia vodka entered the top ten, pushing out Beam Suntory Inc's Courvoisier Cognac.

In Asia-Pacific, key markets including Singapore, South Korea, Thailand, Hong Kong, Taiwan and Malaysia all posted a drop in volumes in 2013. 

The Americas market, meanwhile, increased volumes by 4.2%, while European volumes were up by 1.5%.

Europe retained the majority of global Travel Retail volumes share, at 54%, but the Americas’ share of 19.7% is now well ahead of Asia-Pacific's 17.7%.

Africa volumes fell 9.6% partly because of a drop in tourism to Egypt caused by political turmoil, IWSR said.

This month, Diageo opened its sixth Johnnie Walker House in Asia as it attempts to engage consumers in the region. Two of the brand houses are in airports - in Mumbai, India and Taiwan. 

CORRECTION: This article was updated on 1 October, 2014. The original stated that one of the Johnnie Walker Travel Retail Houses was in South Korea. 

Market vol 2014 vol 2015 vol 2016 vol 2017 vol 2018 vol 2019 2014-2019 CAGR
Total 8442.8 8790.02 9144.1 9493.42 9841.45 10215.97 3.9%
United States 1770 1940 2100 2235 2370 2510 7.2%
Duty Free 1157.8 1169.07 1191.85 1218.07 1243.8 1269.02 1.9%
Taiwan 869.25 878.5 888.5 897.5 902.75 913.5 1%
France 850.5 857 864 871 876 879 0.7%
United Kingdom 754.5 739.5 729 721.25 713.5 704.75 -1.4%
Germany 407.5 427.5 448.5 465 480 496 4%
Canada 279 288 296 303 311 321 2.8%
Australia 140 153.5 170.5 188 205 220.5 9.5%
India 119 128 140 156 179 208 11.8%
Netherlands 138.5 150 162.5 176 187.5 197.5 7.4%
Others 1956.75 2058.95 2153.25 2262.6 2372.9 2496.7 5%