FNB Whisky Live Festival highlights brandhouse whiskies

This year is a celebration for the Johnnie Walker brand as it recently launched the rebranding and packaging campaign of its Blue Label variant. The new bottle is three times heavier than the last and incorporates the original 19th century design, with its square shape, blue-tinted glass and thick glass base.

Ewan Gunn, who is the global scotch whisky ambassador & category training manager for Diageo Scotch Whiskies in Scotland, will be presenting tastings at the Johnnie Walker stand in Johannesburg. As an internationally recognised whisky connoisseur and ambassador, Gunn is eager to share his expertise with South Africans on how to appreciate whisky.

The House of Johnnie Walker is showing strong results in the South African market. "It has taken 2.7% volume points over the past year (MAT) and delivered +49.5 % volume growth (MAT) and +99.7% volume growth over the short term (L3M), according to A C Nielsen (Aug 2011). One of the better performances has been from Blue Label, delivering volume growth of +28% on a MAT basis and +96% volume growth over the short term L3M vs the previous year," said Shannon Yuill, group portfolio manager of spirits at brandhouse.

brandhouse whisky market share grows despite overall market decline

Over the past year, brandhouse whisky gave the competition a run for its money and took almost 6% of the market share (MAT) in a category that is in decline by -2%, according to Nielsen data, May 2011.

The total brandhouse whisky portfolio delivered a 17% volume growth with strong performances from the following brands:

• Johnnie Walker Blue Label - 28% volume growth (MAT) and +96 % in the short term (L3M)*
  
• Johnnie Walker Red Label - 47.4% growth (MAT) and +98.5% in short term (L3M) taking 3% share of total whisky (L3M)*
  
• Johnnie Walker Black Label - +27, 5% volume growth (MAT) and 77.4% in the short term (L3M) taking 1.2% share of total whisky*
  
• Bells Extra Special delivered 6.7% volume growth (MAT), taking +0.4% market share (MAT)*

Its overall whisky portfolio delivered a 6.4% value share gain against a category growth of 2% (Nielsen, May 2011).