How Johnnie Walker remained ahead of the pack in a craft-loving world of Millennials

For Johnnie Walker, it’s not about pandering to trends but finding a way to create experiences alongside that.

There is much more choice in the Scotch Whisky world now than when Johnnie Walker was ruling the roost. However, the brand with the immortal tagline, Keep Walking, is the No 1 Scotch Whisky even today.

How does Johnnie Walker manage to keep itself relevant with the Millennials and the older generation? The Walker way to success is a three-way strategy. The first two are an increased distribution system and creating stories that help its historically most successful entry point to the brand: from father to son. The third is being there first.

One of the first things it did was to create the Blender's Batch programme in which it invited two young influencers in to work with its master blender to create small batch products for people to buy. Another route to relevance for the brand has been digitalising its experience. This, surprisingly, has created opportunity in more traditional spaces.

Source : http://www.thedrum.com/news/2017/12/14/diageo-s-success-with-smaller-batch-ideas-and-e-commerce-keeps-johnnie-walker