Johnnie Walker has extended its lead at the top of the BrandFinance Drinks 50 from $400m to $2 billion. The annual study, conducted by brand valuation agency Brand Finance, ranks the world's biggest drinks brands by their brand value. This year Johnnie Walker has seen its brand value increase by 80 percent to US$4.37 billion.
span style="font-family:arial,helvetica,sans-serif">A glance at Diageo’s annual reports reveals the brand was valued at $1 billion when the company was formed in 1997. Brand owner Diageo says "an emphasis on big ideas based on innovation, supported by the now iconic ‘Keep Walking’ advertising campaigns mean Johnnie Walker has marched ahead of international rivals."
span style="font-family:arial,helvetica,sans-serif">The company adds taht growth of more exclusive variants such as Blue Label and the newly introduced Double Black, which commands a 20 percent premium over Black Label, has been a key feature this year while F1 sponsorship and the ‘House of Johnny Walker’ initiative have supported this ‘premiumization’ and boosted visibility in key new markets.