Tag Archive: Johhnie Walker

Interview, Part 1: Brian Cox, Director, Scotch Whisky, Diageo North America

In recent days, Diageo has begun a global relaunch of Johnnie Walker Scotch whisky, the world’s most valuable spirits brand with annual retail sales above $5.3 billion, according to Impact Databank. While Johnnie Walker outpaced the overall blended Scotch market in the U.S. last year—rising 1% to 1.76 million cases compared with a category down 3% to 6.3 million cases—Diageo sees the revamp as necessary to unlock the storied brand’s potential with a new generation of consumers. SND senior editor Daniel Marsteller recently spoke with Diageo NA Scotch director Brian Cox on Johnnie Walker’s brand update and outlook in this first part of a two-part interview. Continue reading →