Industry

Johnnie Walker's brand value hits US$4.37bn

July 4, 2013
The Drinks Report
Johnnie Walker has extended its lead at the top of the BrandFinance Drinks 50 from US$400m to a staggering US$2 billion. The annual study, conducted by brand valuation agency Brand Finance, ranks the World's biggest drinks brands by their brand value. This year Johnnie Walker has seen its brand value increase by a colossal 80% to US$4.37bn.

A glance at Diageo's annual reports reveals the brand was valued at $1bn when the company was formed in 1997. Over the last 15 years an emphasis on big ideas based on innovation, supported by the now iconic 'Keep Walking' advertising campaigns mean Johnnie Walker has marched ahead of international rivals.

The exceptional growth of more exclusive variants such as Blue Label and the newly introduced Double Black, which commands a 20% premium over Black Label, has been a key feature this year while F1 sponsorship and the 'House of Johnny Walker' initiative have supported this 'premiumization' and boosted visibility in key new markets.