Continue to win in Reserve: Driving personal luxury with Johnnie Walker
Feature 06 AUG 2018
The nature of luxury has continued to evolve: from the traditional western notion, driven by behaviours and visual cues, into a more modern luxury driven by experiences, and global and local influences. Today, luxury can be for everyone.
Mass luxury is key to our reserve growth opportunity. One of the ways we are delivering is through the gifting and personalisation of Johnnie Walker Reserve variants.
In 2018, we offered consumers an accessible luxury gift beyond traditional beauty care and fragrances. During the festive season, our team in Peru launched a Johnnie Walker Blue Label pop-up store. Consumers were treated to Johnnie Walker Blue Label mentoring and were able to engrave their Johnnie Walker bottle with a personal message.
In May, we also launched Johnnie Walker My Edition in Great Britain and Spain. This pilot programme aims to offer consumers a cutting-edge, online whisky personalisation experience. Through the website, consumers are able to purchase exclusive whiskies based on personal flavour preferences, personalise the label and engrave the bottle to create a truly unique gift.
Net sales of Johnnie Walker Reserve variants were up 8% in 2018. Overall, scotch net sales grew 2%, but there is more to do.
Find out more about Johnnie Walker below: