Looking for ‘Uncle Johnnie’: The extraordinary success of Johnnie Walker Scotch Whisky in India

Jay I. Sinha and Sunil H. Contractor
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Jay I. Sinha: MSCM Department, USA
Sunil H. Contractor: Sykes College of Business, USA

Journal of Brand Strategy, 2023, vol. 11, issue 4, 320-336

Abstract: This case study examines the factors underlying the success of Johnnie Walker Scotch whisky in India. India provides a quixotic case in that it is the world’s largest whisky market, despite having a long tradition of abstinence and social stigma towards alcohol-drinking. The paper traces the history of Johnnie Walker and how it metamorphosed from a tradition-bound Scottish company into a global brand with its footprint in more than 180 countries. India has emerged as a very profitable market for Diageo, the parent company of Johnnie Walker. Detailed here are the distinctive characteristics of the Indian alcohol market as well as the novel tactics Diageo has implemented towards Johnnie Walker’s goal of capturing 56 per cent of the Scotch market in the country. The paper ends with managerial implications that are relevant for marketing professionals and brand practitioners even in disparate industries looking to penetrate and develop overseas markets.

Keywords: Johnnie Walker; Scotch whisky; Diageo; India; Indian alcohol market; brand strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2023:v:11:i:4:p:320-336

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