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Johnnie Walker dominates UK alcohol sector online
By Georgie CollinsA report on the UK alcohol sector has uncovered the industry’s leaders based on their online prominence and visibility.

The report, published by Salience Search Marketing, has identified market leaders in the UK alcohol sector by merging branded search metrics with social media performance.
Based on consumer familiarity with the brand through online searches or social media interactions, the report has determined which brands stand out across various channels, offering insights into their overall prominence in the market.
With more than 33,100 monthly brand searches, plus an owned social score of 28,579, which was determined by the number of followers and engaged conversations on all major social platforms, Johnnie Walker has secured the position of the most prominent brand in the online alcohol market.
The brands with the highest social scores were found to have a strong following, and create engagement through content and product campaigns.
Brett Janes, managing director at Salience Search Marketing, said: “Our findings uncover the brands dominating the alcohol industry. Johnnie Walker leads the way with online brand awareness; however, the impressive monthly brand searches from competitors could hinder its winning position.
“In a highly competitive industry, it’s essential for brands to tailor their products and services to consumer needs and enhance their overall shopping experience.”
In terms of brand awareness, Johnnie Walker was followed by Welsh producer Au Vodka as the second leading spirits brand online, with a score of 135,000, which, despite outshining Johnnie Walker’s score by more than 100,000, was not enough to usurp the Diageo-owned brand overall, on account of its social score, which came in at 808.
The rest of the list was dominated by wine and beer brands, as well as alcohol retailers, with luxury grocer Fortnum and Mason boasting the second largest brand awareness score in total. It also generated the highest brand search.
Meanwhile spirits retailers Master of Malt and The Whisky Exchange landed a brand awareness score of 74,000 and 18,100 respectively.
In regards to the social score, Edrington-owned The Macallan took the second spot, with 3,127.
Additional performance indicators analysed included year-on-year traffic score, traffic score verses authority, traffic score verses referring domains, page speed, search volume trends, keyword trends, high competition keywords, opportunity keywords, trust, online reviews and digital brand reach.
The full report can be accessed online at salience.co.uk/insight/reports/alcohol-retail-market-performance-report.
Every year, The Spirits Business selects its Social Media Brand Champion as part of our Brand Champions report.
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