Scotch Whisky Brand Champions 2014

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SCOTCH WHISKY BRAND CHAMPION 2014: JOHNNIE WALKER

Johnnie-Walker Scotch whisky brand champion By far the world’s largest Scotch whisky brand, Johnnie Walker is named our Brand Champion in the sector

With China’s continuous clampdown on extravagant gift giving and spending, coupled with Scotland’s impending referendum on independence, it has certainly been a tempestuous year for the Scotch whisky category.

On the surface, an increase in sales of 200,000 cases by Grant’s may not appear something to write home about. However, compare the brand’s 7% growth to Chivas Regal’s and J&B Rare’s declines of -3% and -5% respectively, then Grant’s steady ascent from fifth to third place is an undeniably impressive accomplishment.

BRAND	OWNER	2009	2010	2011	2012	2013	% +/-
SCOTCH WHISKY
Johnnie Walker	Diageo	15.3	16.2	18.0	19.7	20.1	2%
Ballantine’s	Pernod Ricard	5.7	6.1	6.4	5.8	6.0	3%
Grant’s	William Grant & Sons	4.8	5.0	5.0	4.4	4.7	7%
Chivas Regal	Pernod Ricard	3.8	4.5	4.8	4.8	4.6	-3%
J & B Rare	Diageo	5.1	4.9	4.8	4.2	4.0	-5%
The Famous Grouse	Edrington	2.8	3.0	2.9	3.4	3.4	0%
Dewar’s	Bacardi	3.2	3.3	3.2	3.0	3.0	0%
William Lawson’s	Bacardi	1.6	1.7	2.3	2.6	2.8	8%
William Peel	Belvedere	2.3	2.5	2.9	2.5	2.6	4%
Bell’s	Diageo	2.3	2.4	2.5	2.5	2.5	0%
Label 5	La Martiniquaise	2.2	2.3	2.5	2.5	2.5	0%
Teacher’s Highland Cream	Beam Suntory	1.7	1.9	2.1	2.1	2.0	0%
Buchanan’s	Diageo	1.3	1.4	1.6	1.9	1.9	0%
Clan Campbell	Pernod Ricard	1.7	1.7	1.9	1.3	1.6	23%
Passport	Pernod Ricard	–	0.9	1.0	1.2	1.4	19%
Sir Edward’s	Bardinet	1.0	1.1	1.3	1.3	1.4	8%
100 Pipers	Pernod Ricard	2.0	1.7	1.7	1.5	1.3	-13%
Glenfiddich	William Grant & Sons	0.7	0.9	1.1	1.0	1.0	0%

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Tags: Johnnie Walker

Greg

My name is Greg, and I’m a brand strategy consultant, writer, speaker, host and judge specialising in premium spirits. My mission is to experience, share and inspire with everything great about whisky, whiskey, gin, beer and fine dining through my writing, my brand building and my whisky tastings.