Johnnie Walker Red Label undergoes revamp

Diageo has given Johnnie Walker Red Label a makeover to help it stand out on-shelf in global travel retail.

The new design for Johnnie Walker Red Label is being rolled out in global travel retail

The new bottle design, which features a “more masculine finish” with sharper edges and a taller, wider presence, is being rolled out across travel retail outlets this month.

In addition to the new bottle shape, Johnnie Walker Red Label now also features the brand’s iconic striding man embossed on the neck and printed on the front face, helping travellers to spot the brand amongst the travel retail competition.

Gavin Pike, global brand director for Johnnie Walker, said the changes would “drive a competitive advantage in status and premium perceptions” for the brand.

“Johnnie Walker Red Label is our original ‘pioneer’, a groundbreaking whisky born from the progressive spirit of our founding family; a whisky that saw Johnnie Walker travel from the four corners of Scotland to the four corners of the world,” he added.

“We believe that travel retail plays an important role in introducing the new look Johnnie Walker Red Label pack to consumers worldwide, which is why global travel is one of the first regions to receive it.”

The bottle change is also being rolled out in the UK, where the brand is embarking on a major £7.2 million relaunch to improve its visibility amongst consumers.