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JOHNNIE WALKER
Johnnie Walker is a 203-year old renowned Scotch whisky, owned by Diageo PLC. It originated in Kilmarnock, Ayrshire, Scotland, crafted by John Walker, a Scottish grocer.
Introduced in Kenya in 1920, Johnnie Walker has established a strong presence in the country. It is distributed by East African Breweries Limited (EABL), and has successfully positioned itself as a premium whisky provider that offers a range of products which cater to both its affluent and middle-income customers.
Johnnie Walker is known for its exceptional quality and diverse product portfolio, including various whisky expressions to suit customers’ different tastes and preferences. The whiskies are carefully crafted using a combination of aged malt and grain whiskies from across Scotland, resulting in complex flavours and smooth finishes that appeal to whisky enthusiasts. Some of the brand’s popular core offerings are illustrated below:
Johnnie Walker Red Label is the brand’s pioneer blend: it is in fact what introduced Johnnie Walker to the world. Initially referred to as ‘Special Old Highland Whisky,’ it is the best-selling Scotch whisky in over 180 countries globally. It has a spicy and vibrant scent, enhanced with mild smoky flavours.
Aged for a minimum of 12 years, the aroma of Johnnie Walker Black Label is distinctively luxurious, with notes of rich fruits, malt, and smoky peat. It offers a balanced combination of sweetness and smokiness.
Considered the rebellious younger sibling of Black Label, Johnnie Walker Double Black has an intense smoky profile. It offers a deeper and more complex smokiness compared to the original Black Label, making it a favourite among peat enthusiasts.
When searching for something with sweeter notes, Johnnie Walker Gold Label is perfect. Its aroma is inviting and complex, with layers of rich honeyed sweetness, hints of fresh fruits, and a gentle waft of floral notes. Upon tasting, the whisky unfolds with elegance and sophistication.
The only Scotch blended entirely with single malts, Johnnie Walker Green Label has an inviting aroma that combines vibrant notes of freshly cut grass and gentle peat smoke, enticing the senses with a harmonious balance. The whisky’s velvety texture caresses the palate, revealing layers of oak spice and a subtle earthiness that lingers in the finish.
Johnnie Walker Platinum Label is a complex and deep blend whose aroma offers a rich and enticing bouquet, with hints of honey, vanilla, and dried fruits. On the palate, it delivers a smooth and velvety texture, revealing flavours of smoky oak, sweet toffee, and subtle spices.
Exuding luxury and prestige, Johnnie Walker Blue Label is an exceptional whisky that embodies the epitome of sophistication and indulgence. Its captivating scent unveils a harmonious fusion of rich, honeyed sweetness and gentle floral undertones, layered with hints of dried fruits, warm spices, and a subtle wisp of smoke. Upon tasting, the palate is treated to a symphony of flavours culminating in a remarkably smooth and long-lasting finish, leaving a lingering essence of elegance and refinement on the palate.
Johnnie Walker has demonstrated its commitment to being a customer-obsessed brand in several ways. Firstly, the brand consistently focuses on product quality, ensuring that each bottle of Johnnie Walker whisky delivers a premium experience. The company maintains high production standards and employs master blenders who skillfully select and blend the whiskies to create exceptional flavour profiles.
Furthermore, Johnnie Walker actively engages with its consumers through various marketing initiatives and activations. The brand regularly organises tastings, whisky appreciation sessions, and exclusive events to create unique experiences for its customers. These events allow whisky enthusiasts to interact with the brand, learn about the whisky-making process, and develop a deeper understanding and loyalty of Johnnie Walker’s products. For instance, the life-throbbing Walker Town Concert, which I gleefully attended, was held in Nakuru County in May 2023.
Additionally, Johnnie Walker has recognised the importance of digital platforms and social media in engaging with its customer base. The brand utilises these channels to provide its consumers with relevant content, including cocktail recipes, tasting notes, and overall whisky education.
Johnnie Walker has embraced corporate social responsibility (CSR) initiatives. The brand has been involved in projects aimed at supporting local communities and promoting responsible drinking, which reflect Johnnie Walker’s commitment to making a positive impact on society, and resonate with customers who value brands that align with their values.
To put it concisely, Johnnie Walker has positioned itself as a customer-obsessed brand by consistently delivering world class whisky products. Its commitment to quality, customer engagement, and responsible practices has contributed to its revered reputation.
Johnnie Walker remains committed to a spirit of progress, inspiring people to ‘Keep Walking’ towards a more positive future.
By Karen Nduku, Executive Editor, Business Monthly East Africa
