The top 10 best-selling Scotch whisky brands

19th June, 2017 by Annie Hayes

1. Johnnie Walker

2016: 17.40m
2015: 17.60m
% change: -1.14%
Place last year: 1

Once again, the title of world’s best-selling Scotch whisky brand belongs to Johnnie Walker. While the Diageo-owned brand has witnessed consecutive declines since its 20.10m case high in 2013, more than 10m cases separate Johnnie Walker from its nearest challenger. Far from complacent, the brand has been busy expanding its “multi-sensory” Johnnie Walker House travel retail concept across the globe, expanding to Bahrain, South Korea, Beijing, Amsterdam, and even aboard Asian cruise ship Genting Dream, at the same time as launching a plethora of line extensions – most recently its Blenders’ Batch Bourbon Cask & Rye Finish – and collaborating with designers to launch limited edition bottles. In March this year, Johnnie Walker renewed its focus on age statements by rebranding its Platinum Label edition as an 18-year-old expression. Will all this activity see the brand bounce back into positive growth in 2018? Time will tell.

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