Diageo is expanding its Johnnie Walker portfolio with a “more accessible Scotch” under the Red Label brand. The new Johnnie Walker Red Soul whisky aims to attract non-whisky drinkers while strengthening Diageo’s entry-level offerings, the company said in a statement on 11 March.
“With a sweeter, smoother take on the original icon, Johnnie Walker Red Soul is designed to offer a more accessible Scotch for non-whisky drinkers,” Diageo added.
The whisky is rolling out globally this month, priced at a recommended £25 ($34), with launches first in Europe, the Middle East, and northern Africa, followed by other markets.
John Williams, Diageo’s global whiskey director, commented: “Johnnie Walker Red Soul shows another side to whisky – softer, a bit sweeter and perfect for mixing. We see it as a great choice for those looking for a quality spirit at a more affordable price point.”
Emma Walker, Johnnie Walker master blender, explained the flavour profile: “We deliberately moved away from smoky notes to create something brighter, developed to appeal to a younger audience who perhaps had not tried whisky previously.”
ALSO READ: ANNE MICHIRA NAMED GROUP MARKETING AND INNOVATIONS DIRECTOR AT EABL
The Red Soul launch comes amid a wider strategic review. Last month, Diageo CEO Sir Dave Lewis hinted at upcoming adjustments to pricing and product strategies following lower half-year sales, a cut to full-year guidance, and dividend adjustments.
Speaking to analysts, Lewis said: “The way we’ll think about strategy is how do we build out a portfolio that actually reflects and is effective in the prevailing economic conditions? We can make some calls about how that might change into the future but I don’t want the Diageo business to be something that has to rely on the economic temperature in order to be successful. That’s going to be the change in the strategy you see going forward.”
Addressing the US market, he added: “We are very well served at the premium end of spirits but are under-represented in the volume parts of the market.”
By
