Johnnie Walker Collection packaging
Lewis Moberly
Executive summary
Johnnie Walker Collection
Johnnie Walker Collection is a set of four miniature 20cl bottles, each containing a different blend of whisky and housed in an outer pack. The packaging has been redesigned to great commercial effect for Global Travel Retail.
Since redesigning the Johnnie Walker Collection:
- Net Sales Value has increased by a massive 112%
- Net Sales Value per case has increased by 51%
- Sales Volume has increased by 40%
While JW Collection sales have grown by 40% the total Scotch whisky market has slightly decreased – down −0.8% from 2013 compared...