Diageo will launch its Johnnie Walker Double Black in the global travel retail sector early next year after initial sales exceeded the firm’s expectations.

All major airport operators worldwide will be able to sell the peatier, smokier version of Johnnie Walker Black Label by March next year, Diageo said this week. 

“The performance of Johnnie Walker Double Black in the test market has been incredibly positive and actually exceeded even our most optimistic forecasts,” said Kenton Elliot, the marketing manager for Scotch, reserve brands and single malts at Diageo Global Travel Middle East (GTME).

Johnnie Walker Double Black has been trialled at six airports since January, including JFK in New York, Dubai International and Singapore Changi. It is up to 20% more expensive than Johnnie Walker Black Label.

Subscribe to Just Drinks for just £1 for 1 month

Stay ahead with unbiased news, expert commentary, and in-depth features on global topics.

As a trusted provider of data and insights, Just Drinks collaborates closely with industry leaders and professionals to offer unique thought leadership and analysis. Gain a deeper understanding of the apparel industry’s trajectory and the priorities shaping the profession.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData
What’s included in your subscription:
  • Personalized Access: Secure login to Just Drinks
  • Industry News & Expert Commentary: Timely updates and exclusive C-level interviews.
  • Case Studies & Deep Dives: Real-world applications and in-depth analyses.
  • Exclusive Subscriber Newsletter: Weekly top features, plus a new thematic report and webinar.

Ready to stay informed?

Subscribe to unlock exclusive content.

Already a subscriber? Sign in to access your account.

Just Drinks Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Drinks Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now