With Jane Walker Release and HBO Tie-In, Johnnie Walker Stays Bold, Relevant


First crafted in a grocer’s shop in 1820, in the Scottish town of Kilmarnock, East Ayrshire, Johnnie Walker is now sold in more than 180 countries. The portfolio of award-winning whiskies includes Johnnie Walker Red Label, Black Label, Double Black, Green Label, Gold Label Reserve, Aged 18 Years and Blue Label. Together they account for over 18 million cases sold annually.

Today the iconic brand, owned by Diageo, maintains its edge with new releases such as Johnnie Walker Blue Label Ghost and Rare Port Ellen.

Earlier this year, the company launched Johnnie Walker Black Label The Jane Walker Edition, the first-ever female iteration of the brand’s iconic Striding Man logo, honoring Women’s History Month and International Women’s Day celebrations. The company donated $1 per bottle to organizations championing women’s causes.

Today, nearly 50% of the brand’s 12 expert blenders are women, and “Important conversations about gender continue to be at the forefront of culture,” said Stephanie Jacoby, Vice President of Johnnie Walker, “and we strongly believe there is no better time than now to introduce our Jane Walker icon and contribute to pioneering organizations that share our mission.”

The latest ad in Johnnie Walker’s award-winning “Keep Walking” series, celebrates what happens when great whiskies and great people come together.

Inspired by the fact that Johnnie Walker whiskies are crafted by bringing together some of the best individual whiskies from the four corners of Scotland—the Highland, Island, Speyside and Lowland regions— the campaign features films that recognize it’s not just about where you are going, it’s about who you walk with. 

The campaign follows Diageo’s announcement of a £150 million investment over three years to transform its Scotch whisky visitor experiences in the biggest effort ever seen in Scotland’s whisky tourism sector.

“For the best part of 200 years we’ve sought out the best whiskies from all over Scotland for people to enjoy when they get together with those who matter to them,” said brand director John Williams. “That’s what really excites me about this campaign, it’s a chance to put a spotlight on the fact that we bring together exceptional tasting Scotch Whiskies from every nook and cranny of the country and spend our time crafting them so that people can enjoy amazing flavours when they get together with their friends and family.”

Fully integrated into the media heartbeat, as fans await the return of “Game of Thrones” next year, Johnnie Walker released a teaser with tagline, Scotch is coming to the realm this Fall—White Walker by Johnnie Walker.

This is a first collaboration for HBO and Diageo and follows the highly successful debut 35 years ago of Johnnie Walker Black Label in the original “Blade Runner” classic. For the sequel, “Blade Runner 2049,” sequel, the company released and experimental blend, presented in a futuristic bottle.

Down under, Johnnie Walker is reinforcing its number one position in the Scotch whisky market with its biggest marketing campaign in a decade as Diageo Australia invests $15 million in “The Next Step,” building on the brand’s iconic “Keep Walking” platform.

“We’re going to remind people why they love Johnnie Walker, and why no matter what stage they’re at on their journey, Johnnie Walker is right there with them,” said Adam Ballesty, marketing and innovation director at Diageo Australia.

“We’re a powerhouse brand but we also want to remind drinkers that Johnnie Walker has an almost 200-year history which has defined the brand’s progress ethos and the unique quality credentials that make any Johnnie Walker variant an exceptional tasting, premium Scotch Whisky,” he added. “You can’t manufacture that sort of authenticity, heritage and right to play in the Scotch category.”

A premium brand, Johnnie Walker combines progress with a legacy of quality as it honors its past, present and future. It’s like sipping Scotland in a glass.