Breakthrough products that recruit new consumers


“White Walker by Johnnie Walker” recruited new consumers to the brand

We look to innovate in three ways: recruit, re-recruit or disrupt. Our focus is increasingly on ‘recruit’ innovations that are grounded in strong consumer insights and bring new consumers into our brands.

Our willingness to take our established brands to new places is helping whisky win new consumers. The launch of the limited edition ‘White Walker by Johnnie Walker’, a collaboration with HBO’s hit TV series Game of Thrones, shows that with the right balance of consumer research, insight and creativity a 200-year-old brand can reach a new audience. In the run up to the final series of Game of Thrones, Johnnie Walker became the most talked-about whisky on social media1.

We also launched our Ketel One Botanical innovation in the United Kingdom this year. It is a 30% ABV spirit drink infused with real fruit, bringing Ketel One to new consumers in a new occasion for the brand, the early-evening occasion. In the United States, it was the industry’s top-selling spirits innovation in the 2018 calendar year2.

1Sprinklr, 10.4 – 16.4.19