Johnnie Walker – From whisky producer to global icon: the story of 'Keep Walking'

Johnnie Walker has an almost unparalleled global reach, but - in spite of its title as 'The world's most popular whisky' - had also hit a sales decline, with its market share beginning to fall.
Agency: BBHAuthors: Steve Mustardé (principal) and Karl Weaver (contributing)

Johnnie Walker – From whisky producer to global icon: the story of 'Keep Walking'

FOREWORD

We would like to acknowledge the authors of past IPA and APG papers on Johnnie Walker, on whose insight and analysis this paper has drawn: Ashley Alsup, Dorothea Gartland, Orlando Hooper Greenhill, Ben King, Lisa Matchett, Aisling Ryan.

INTRODUCTION

As the 21stCentury brings the continents ever closer, so more and more brands will assume a...

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