Johnnie Walker Collection packaging

Lewis Moberly

Executive summary

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.