Johnnie Walker Collection packaging
Johnnie Walker Collection
Johnnie Walker Collection is a set of four miniature 20cl bottles, each containing a different blend of whisky and housed in an outer pack. The packaging has been redesigned to great commercial effect for Global Travel Retail.
Since redesigning the Johnnie Walker Collection:
- Net Sales Value has increased by a massive 112%
- Net Sales Value per case has increased by 51%
- Sales Volume has increased by 40%
While JW Collection sales have grown by 40% the total Scotch whisky market has slightly decreased – down −0.8% from 2013 compared to 2012 [total Scotch sales 96million cases in 2013 versus 96.5million cases in 2012].
Growth of this product is significantly ahead of the sales growth of any other Johnnie Walker product in GTR.