Diageo: Black Dog Scotch Whisky redesign

Alcoholic beverage company Diageo redesigned its Black Dog scotch whisky brand to make it both more premium and more relevant to a new generation of consumers in India.

Executive Summary

Increase in market share from 14.9% to 21.6% (vs target of 17%)

60% growth (vs category growth of 41%)

Black Dog Scotch Whisky has been distilled in Scotland exclusively for India since 1883.

With growth slowing and India one of the most dynamic and fastest growing markets for Scotch in the world, Diageo India needed to re-establish Black Dog as a culturally relevant category leader that stands out in a crowded and complex marketplace.

At the core of the brief was the need to appeal to the new generation of young, affluent Indians who are evolving the traditional...

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