Scotch Whisky Brand Champions 2014
SCOTCH WHISKY BRAND CHAMPION 2014: JOHNNIE WALKER
By far the world’s largest Scotch whisky brand, Johnnie Walker is named our Brand Champion in the sectorWith 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.
But despite facing austerity, Johnnie Walker’s famous strapline “Born 1820 – still going strong” continues to ring true for the brand that smashed through the 20 million case mark in 2013, making it one of only five brands in the world commanding such volume, and this year’s Scotch Whisky Brand Champion.
While its growth rate admittedly was much lower than 2012, Johnnie Walker continues to dominate the global Scotch whisky market. “Remaining true to the Walker family philosophy, ‘Keep Walking’ is the driver of success for Johnnie Walker,” a spokesman said. “It manifests itself in our continued innovation and commitment to progress through the introduction of new variants such as Johnnie Walker Double Black and ultra-premium blends such as John Walker & Sons Odyssey to help deliver growth, particularly in emerging markets.”
Scroll to the bottom of the page to see the rest of our Brand Champions
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.
While Scotch whisky exports to China plummeted by a massive -30% last year according to the Scotch Whisky Association (SWA), the category is still very much in its element elsewhere in the world, especially with the US, France, Brazil, Mexico and Poland reporting particularly strong sales to boost the category’s overall performance by 3%.
A special mention has to go out to The Glenlivet, the single malt brand owned by Pernod Ricard’s Scotch whisky arm, Chivas Brothers. At just shy of one million cases it’s not quite a Brand Champion, but looks set to join Glenfiddich as the two lonely single malts selling over one million cases next year, in what is perhaps a sign of the sub-category slowly and steadily taking on the might of the blends.
| SCOTCH WHISKY | |||||||
| BRAND | OWNER | 2009 | 2010 | 2011 | 2012 | 2013 | % +/- |
|---|---|---|---|---|---|---|---|
| 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% |
