Johnnie Walker Shows Resilience Amid Challenging U.S. Spirits Market
What happened
The U.S. spirits category volume is projected to increase 1% to 313 million cases this year, according to Impact Databank. While spirits priced at $25 or more declined 2% by volume in control states during the first eight months of the year, Johnnie Walker, a brand owned by Diageo, increased by 9.9% through August. Johnnie Walker also extended its line with Black Cask and debuted a new global campaign.
From shankennewsdaily.com
Why it matters
The performance of super-premium spirits brands is key to the health of the U.S. spirits market. Johnnie Walker's growth suggests resilience within the high-end segment, even as the overall category faces volume challenges.
From shankennewsdaily.com
Who's involved
- DiageoCorporate owner and producer of the Johnnie Walker brand
- Johnnie WalkerBrand of Scotch whisky that showed 9.9% growth through August
Who could feel it
Possible knock-on effectsThese are possibilities Brind reasoned out, not predictions, and not advice. Most are not stated in any report.
- CampbeltownSpeculative
Johnnie Walker's growth might increase competitive pressure on Campbeltown single malts via market price.
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The entities involved
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Diageo
multinational alcoholic beverages company
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Bacardi
largest privately held, family-owned spirits company with Cuban origins
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Johnnie Walker
brand of Scotch whisky owned by Diageo that originated in Kilmarnock, Ayrshire, Scotland
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