Johnnie Walker

Company: Diageo plc

Brand value: US$2,678 million

Change since 2019: -8%

Headquarter city: London

Category: Alcohol

Year formed: 1819

The Johnnie Walker stable of whiskies might be two centuries old but it is working hard to ensure it is relevant to consumers today through associations with popular culture and a refresh of its iconic “Keep Walking” campaign. Building on the success of a limited-edition “White Walker” by Johnnie Walker linked to the TV hit series Game of Thrones, the brand in late 2019 launched two collectors’ edition whiskies – Song of Ice and Song of Fire. The brand has also been creating exclusive experiences for selected guests and key influencers in each market to highlight the rarity of Blue Label whiskies.

Late 2019 saw Johnnie Walker give a colourful facelift to its “Keep Walking Campaign”, with updated brand imagery and mission to put the product and taste experience back at the heart of communications, connecting the brand with a new generation of consumers. The brand’s £150 million Johnnie Walker experience centre in Edinburgh is due to open this year, an attraction designed to pay homage to the Scottish roots of Johnnie Walker, encourage tourists to be brand ambassadors, and boost the city’s reputation as a food and drink destination.