Diageo has lined up an extension of its flagship Johnnie Walker blended scotch that plays into the group’s “ambition to strengthen its portfolio at an entry-level price-point”.
Red Soul, which sits under Walker’s Red Label mark, carries an SRP in the UK of GBP25 (US$34) per bottle. Debuting this month in Diageo’s European and Middle East & north African markets ahead of its worldwide rollout, the blend has been designed to appeal to consumers who are “seeking sweeter flavours”.
Specific details about the iteration’s production process, which has been put together by Johnnie Walker master blender Emma Walker, were not disclosed, beyond the “drawing from the same unparalleled reserves of aging casks” as Johnnie Walker Red Label.
“One of the things that makes Johnnie Walker a global leader is our ability to offer choice at every price point and respond to the evolving needs of consumers, whether they are whisky lovers or totally new to the category,” said Diageo’s global whiskey (sic) director, John Williams. “Johnnie Walker Red Soul shows another side to whisky – softer, a bit sweeter and perfect for mixing.
“We see it as a great choice for those looking for a quality spirit at a more affordable price point.”
As part of a presentation in February that detailed Diageo’s near-3% decline in sales from the six months to the end of December, CEO Dave Lewis, who assumed the leadership at the start of January, highlighted the “significant opportunities” he had indentified for Diageo to “act more decisively to enhance its competitiveness and broaden the portfolio offering, leading to higher growth”.
Among these was his recognition that “in the mass-market part of the portfolio, we are significantly underrepresented”.
