Packaging the Johnnie Walker Collection

Hilary Boys
Lewis Moberly

To increase desire and drive sales of the JW Collection, Diageo used premium contemporary packaging that was more effective on-shelf and encapsulated the good taste of the distinguished whisky lover – a showcase for comparing and contrasting the four blends.

Brand design for business growth

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With a heritage stretching back more than 150 years, Diageo's Johnnie Walker is the bestselling brand of blended Scotch whisky in the world. The Johnnie Walker Collection is a set of four miniature 20cl bottles, each containing a different blend of the whisky and housed in an outer pack.

In 2013, when the team at Diageo began talking to us at Lewis Moberly about this project, the total Scotch whisky market was falling slightly. According to data from the international wine and spirits information source IWSR, sales fell 0.8% between 2012 and 2013, a fall of 0.5 million cases.