BROWN SPIRITS: DIAGEO GLOBAL TRAVEL
of Johnnie Walker globally that will come to life in travel retail. This is about transforming how Johnnie Walker looks and feels across all touchpoints. “It’s not about complete change
just to be very clear. It is more about whether it is across advertising, retail design or experiential.” Diageo Global Travel is already
transforming its permanent retail spaces to add more colour and vibrancy. Consumer experience will also remain extremely important and the company will continue driving innovation, according to MacDonald. “There is a new advertising
campaign, but also a big focus on getting people to actually experience the whisky. Some people already drink Scotch. “Whether
they
choose Johnnie Walker is more about the values of the brand and image. Other people, however, may believe Scotch has a challenging taste and find it a bit intimidating.” In
summary,
Diageo Global Travel will focus on transforming the core Johnnie Walker
Indeed, MacDonald highlights the ‘phenomenal success’ of the Game of Thrones collection launched in 2018, which she believes travel retail exclusives have a role to play, but does not believe they are ‘the be- all and end-all’. She explains: “Our data suggests
travel retail exclusives are purchased by a percentage of people looking for something they can’t find domestically. That percentage is certainly the minority and not the majority. “What’s important is that we
recognise that a product can’t just be a travel retail exclusive for the sake of it. It still has to meet a consumer’s motivation and be clear to that consumer why they should buy it instead of a product they know and love. “In short, a can
product be
available
domestically and offer people what they want, but if you find the right consumer insight and innovation, travel
exclusives work well.”
business
through visuals, new advertising and innovation, says MacDonald: “We have experienced phenomenal success with things like White Walker by Johnnie Walker and the Black Label travel retail exclusive.”
Partnerships pay off Meanwhile, the Diageo Global Travel and HBO Licensing and Retail Game of Thrones partnership was a resounding success. The Game of Thrones Single Malt Scotch Whisky Collection includes White Walker by Johnnie Walker, which MacDonald hails for bringing new consumers into the Johnnie Walker frame. “This was not only important for
us, but also for travel retailers who are focused on driving penetration and conversion and bringing in new customers.”
MARCH 2020
retail can
Reflecting further on
the Game of Thrones collaboration, which marked the eighth and final season of the critically- acclaimed television series last year, MacDonald says: “It was a phenomenal success, across Johnnie Walker and the malt brands. The growth on Johnnie Walker White Walker was a significant contributor and brought new drinkers to the brand. This is the number one reason for executing these kinds of partnerships.” The launch of Johnnie Walker
Song of Fire and Song of Ice whiskies preceded the unveiling of The final piece of the exclusive Game of Thrones Limited Edition Single Malt Scotch Whisky Collection (Six Kingdoms — Mortlach Single Malt Scotch Whisky Aged 15 Years). Quizzed by TRBusiness on the
The Johnnie Walker ‘A Song of Fire’ is rich and spicy with flavours of subtle smoke from the peated malts of the Caol Ila distillery.
“Our data suggests travel retail exclusives are purchased by a percentage of people looking for something they can’t find domestically. That percentage is certainly the minority and not the majority.”
Anna MacDonald, Diageo Global Travel
possibility of similar tie-ups in the future, MacDonald responds: “I’m not even aware of all the ideas that are being worked on, but the role of what we call cultural partnership, sometimes on a small scale and other times on a large scale, will definitely remain part of the way we approach innovation. She concludes: “Let’s face it, a
partnership like Johnnie Walker and Game of Thrones does not come along once a year. “It would be disingenuous to
say we are going to work out a similar partnership every year, but when the right cultural partnership opportunities arise, we will definitely have reasons to be interested.” «
Left: The final piece of the exclusive Game of Thrones Limited Edition Single Malt Scotch Whisky Collection was introduced in November.
Pop-ups and activations in partnership with retailers and airports, such as DFS Group at Singapore Changi, are an important part of Diageo Global Travel’s strategy.
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