Brits are developing a taste for finer scotch.
More expensive drams such as Johnnie Walker, Haig Club and Glenfiddich won out over cheaper mainstream options in this year’s Biggest Alcohol Brands report, growing 64.8%, 28.9% and 5.4% respectively [NielsenIQ 52 w/e 30 April 2022].
Meanwhile, The Famous Grouse, Bell’s and Grant’s suffered respective declines of 11.6%, 5.5% and 42.3%.
The only value scotch in the top 100 to buck this trend was Whyte & Mackay, which grew 2.1% to £94m.
Johnnie Walker’s £16.9m gain is all the more impressive given it wasn’t in the top 100 brands this time in 2019.
The bulk of its growth came from Johnnie Walker Red Label, which “had very low distribution in the UK” prior to the pandemic, said an industry source.
“The portfolio strategy Diageo have always played was: Bell’s is the standard brand and we won’t put in Red to compete with ourselves. So they’d put Black Label in to offer a more premium blended whisky.
“Bell’s has declined so fast it makes sense to put Red Label in.”
Indeed, Assosia data shows the number of Johnnie Walker SKUs in the big four has doubled since early 2021, when one-litre bottles of the spirit became available in all four retailers [100 w/e 23 June 2022].
However, value scotch brands are fighting back. Grouse, for instance, has rolled out a more premium ‘The Famous One’ whisky earlier this year designed to lure non-whisky drinkers (rsp: £23/70cl).
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