Johnnie Walker Highball Collection

Creating a Johnnie Walker drinks strategy for a new demographic of consumers.

The Challenge

To get 12million people who don’t like scotch drinks… to choose Johnnie Walker.

Outcome

The Johnnie Walker Highball Collection; a range of flavour first, longer and lighter serves.

The Detail

Whisky has long been associated with low tempo, sip and savour occasions, as well as neat or on the rocks serves.

Designing a drinks strategy that would recruit existing whisky drinkers, alongside consumers outside the whisky category, would involve changing perceptions of scotch at large – how, when and why to drink it.

Our drinks experts started by identifying the barriers to entry within the scotch category; with its seemingly inaccessible flavour and the exclusive perception of when it should be enjoyed ranking high, we knew we needed to embed Johnnie Walker into the everyday if we were to succeed.

We mapped out the flavour profiles of the most popular whisky serves, talked to leading bars and bartenders to understand drinking habits and trends in their outlets. We studied consumer behaviour at large and how it was shaping these demands in the on-trade.

And so the Highball Collection was born; a set of hero serves for consumers to enjoy longer and lighter whisky drinks. The Highball is the most versatile of drink styles in the market, making it practical and popular with on-trade accounts. The serves are multi-seasonal and the perfect partner for casual socializing. The five highball flavours are identifiable, appealing, and most importantly work perfectly with Johnnie Walker.

Impact

Taking this serve first approach has been one of the most important growth drivers for the brand in recruiting new consumers into the category.

The Johnnie Walker Highball Collection has been rolled out globally and is now central to all above and below-the-line marketing activations.