Scotch Whisky

Scotch is our largest category, representing 23% of our total net sales for the fiscal year ending 30 June 2020.

Scotch Whisky is a diverse and versatile spirit, enjoyed by millions around the world. Its unique flavour is well suited to numerous different palates, trends, serves and drinking occasions.

Scotch around the world

Greater Britain

Released in GB in October 2018, White Walker by Johnnie Walker sold one bottle a minute on Amazon UK in the first 24 hours of it being available.


We have established whisky boutiques in China and across Asia Pacific, which are creating greater consumer interest in Scotch and driving growth. Our influential business partners are enabling improved access to high net worth consumers.


We have an exciting range of new projects in the deluxe and super deluxe segments in Latin America and the Caribbean. In Mexico, for example, we recently launched Buchanan’s Select, a 15-year-old limited edition blend of single malts.


Our flagship Johnnie Walker retail store in Madrid is a new participatory space for whisky veterans and novices alike. Discover and purchase whiskies from the Johnnie Walker range while learning how to create great drinks at home.

South Africa

This year we painted South Africa Johnnie Walker Black with a series of pop-up bars at some of the county’s trendiest night spots aimed at consumers in the on and off trade.


We launched a Johnnie Walker Blue Label pop-up store during the country’s festive season. Consumers were treated to Johnnie Walker Blue Label mentoring and could engrave their Johnnie Walker bottle with a personal message.

Discover all the global locations from where we operate and the history behind them.