‘We can’t pull back’: Johnnie Walker to invest ‘aggressively’ after record year

The whisky brand’s aims for the next year are to drive cultural relevancy, enhance its physical experiences, and “transform” digitally, according to its global marketing director.

Johnnie Walker is coming off the back of a record year, with sales up by over a third. Parent company Diageo highlighted it as one of the premium brands fuelling the drinks giant’s significant growth over its 2022 financial year, in which its operating profits rose 18.2% to £4.4bn.

Now, the whisky brand is keen to build on the momentum it has created.

Not yet a subscriber?

Buy today to continue reading

Leave a Comment