How we brought Johnnie Walker Red Soul to life

For us, this launch is about more than a new product. It is a great example of how we bring together different teams, move at pace and keep consumers at the heart of what we do.

Johnnie Walker Red Soul is our first global Red Label innovation in well over five years. It was also one of our fastest spirit innovation launches, moving from idea to market in around six months.

We built Red Soul around a clear consumer insight. We knew there was an opportunity to create a lighter, more accessible whisky for people who may find the category intimidating, especially in early evening occasions built around meaningful connection with friends.

To make that happen, we worked as one team across functions, markets and time zones. We moved quickly, shared work early and often, and stayed focused on what consumers wanted. Joe Spence, our Innovation Lead for Europe Innovation, described it as an “innovation sprint”. Rachel Henderson, Head of Johnnie Walker Red Label and Johnnie Walker Red Soul, spoke about the pride of creating something for the next generation of consumers and teams at Diageo.

We collaborate. We listen. We act with pace. And we create with consumers in mind.

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