World's crazy for our drams
Date: Fri 01/09/2006
Published in: The Sun
Spokesperson: Stuart Whitwell
Position: Joint managing director of Intangible Business
Five bottles of Johnnie Walker are now drunk across the world every second.
A huge boost in US sales of the whisky has helped its maker Diageo rake in profits of £5.6million a day. Diageo, which also owns Guinness and Smirnoff, pumped Pounds 1billion into a massive ad push last year.
And it paid off with a six per cent jump in profits, it was announced yesterday. Head of Corporate Relations Peter Smith beamed: "It's a huge tribute to the 3,800 workers we employ in Scotland that we continue to grow in popularity across the world. "Johnnie Walker is a global brand and I'm sure all of Scotland is happy to raise a glass to its success. Now drunk in more countries around the world than Coca-Cola. We're hitting 180 markets."
Yet Johnnie Walker still lags well behind Bells as top tipple in Scotland. Peter said: "That's all down to Johnnie Walker himself. Historically Johnnie Walker enjoyed taking the brand to all corners of the world rather than concentrating on the home market." Whisky is now mounting a fightback in the UK to capture the trendy youth market, which in recent years has plumped for vodka as its drink of choice.
Johnnie Walker - which was first distilled in Kilmarnock in 1820 and at any one time has seven million bottles waiting to mature at its 27 distilleries in Scotland - is the third largest spirit and wine brand in the world.
Only Smirnoff and Bacardi finished ahead in a recent study by brand consultants Intangible Business. And Intangible Busienss Joint MD Stuart Whitwell vowed: "It is a flagship brand that is here to stay."







