Johnnie Walker creates ‘accessible’ Red Soul
Diageo-owned Johnnie Walker has launched a ‘sweeter, smoother’ version of Red Label for the ‘non-whisky drinker’ titled Red Soul.
Johnnie Walker Red Soul is designed to be a ‘more accessible Scotch for non-whisky drinkers’, Diageo said.
The whisky draws from the same reserves of ageing casks used for Red Label, but offers a sweeter and smoother profile without the smoky notes found in Red Label’s spicier, smokier, distillery-driven style.
Johnnie Walker master blender Emma Walker and her team focused on versatility for new drinkers in their approach. Occasions targeted were spontaneous late-afternoon and early-evening moments with friends, and for serves that are longer and lighter in tasting, such as in simple combination drinks like a Johnnie Walker Red Soul and lemonade.
Walker said: “I really welcomed the opportunity to develop Johnnie Walker Red Soul. Johnnie Walker Red Label has always held a special place for me – I’ve long loved its bold, spicy energy and the way it brings vibrancy to any occasion. It’s a blend with real character.
“With Red Soul, I wanted to explore a different expression of that spirit. We kept the lively, approachable core that defines Red Label, but chose to dial up the vibrant vanilla sweetness and smoothness, deliberately stepping away from smoky notes to create something brighter.
“It was a flavour profile designed to appeal to a younger audience who perhaps had not tried whisky previously. The result is a whisky that feels open and incredibly versatile – one that shines in simple serves and is perfectly suited to relaxed, spontaneous times with friends.”
The whisky’s profile is crafted around rich vanilla sweetness and unfolds into notes of caramel fudge and gentle oak. It then settles into a smooth, creamy finish.
It sits at 40% ABV and is being launched in countries across Europe, the Middle East and North Africa at a RRP of £25 (US$34).
Additional markets will follow.
Recruiting new whisky drinkers
Possessing sweeter character and with no smoky notes, Red Soul is aimed at consumers taking their first steps into the whisky category.
New Diageo CEO Sir Dave Lewis recently said the company is setting its sights on the mass market after its financial results for the first half of its 2026 fiscal year were revealed.
In releasing Red Soul, Diageo pointed to IWSR data that forecasts the entry-level price point as the largest and fastest-growing market segment in global blended Scotch whisky to 2029.
John Williams, global whiskey director at Diageo, said: “One of the things that makes Johnnie Walker a global leader is our ability to offer choice at every price point and respond to the evolving needs of consumers, whether they are whisky lovers or totally new to the category.
“Red Label has been a market leader and global growth engine for over 35 years [IWSR 2025]. It’s an icon of quality which has been recruiting new whisky drinkers – particularly females and younger audiences – yet, for some, it’s still not always considered a drink that feels easy and social.
“Johnnie Walker Red Soul shows another side to whisky – softer, a bit sweeter and perfect for mixing. We see it as a great choice for those looking for a quality spirit at a more affordable price point.”
Red Soul follows Black Cask in recent new releases from the brand, which is the world’s biggest-selling Scotch whisky.
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