Diageo is today announcing that following a successful test, Johnnie Walker® Double Black™ will be launched in global travel retail outlets.

Johnnie Walker Double Black is a new deluxe variant of Johnnie Walker® Black Label™ Blended Scotch Whisky and was launched as an exclusive test in global travel retail in January of this year at six key airport locations (New York JFK, Dubai, Beirut, Sydney, Singapore and Bangkok). The product is an extension to the existing brands in the Johnnie Walker® range of Scotch Whiskies, and it is aimed at drinkers who already appreciate the character of Johnnie Walker Scotch whiskies and are keen to explore that character in more depth. The blend is created using peaty West Coast whiskies to particularly emphasise the smoky elements that have made Johnnie Walker Scotch whiskies famous.

With roll–out from 1 July 2010 onwards, Johnnie Walker Double Black Blended Scotch Whisky will be on shelf in the majority of Travel Retail outlets before the end of November.

Kenton Elliot, Diageo GTME Marketing Manager Scotch, Reserve Brands & Single Malts, said: “We are delighted to be launching Johnnie Walker Double Black Blended Scotch Whisky in travel retail outlets. The blend has already achieved the highly coveted Masters award in the ‘Best Super Premium Blends’ category of the 2010 World Whisky Masters Awards, delivered exceptionally strong sales performance and achieved great feedback from whisky consumers.

Throughout the test period, Johnnie Walker Double Black went through extensive consumer testing. Taste sampling of the liquid drove high levels of purchase and shopper interest and the research also confirmed that Johnnie Walker Double Black performs extremely well as a gifting option, with almost half (47 per cent) of purchases being for this purpose. Nine out of 10 shoppers had a ‘very positive’ or ‘quite positive’ overall opinion of the whisky, and three quarters of those (74 per cent) said that the taste of the liquid actually exceeded their expectations.

As ever with Johnnie Walker, both the brand equity and packaging of the whisky rated extremely highly within the category.

Douglas Taylor, GTME Innovation Manager, said: “We’ve been tracking Johnnie Walker Double Black Blended Scotch Whisky on every step of its first journey and we’ve been delighted by our findings. The Master Blender has delivered a great whisky and with our partners in travel retail, we have given the shopper an extraordinary new experience.”

Additional shopper insights revealed that 89 per cent intended to make a repeat purchase of Johnnie Walker Double Black , the whisky scored particularly high across a range of criteria, including ‘proud to gift’, ‘better quality’ and ‘intense taste’. The design of the bottle and carton were rated particularly strongly too. Johnnie Walker Double Black is not only delivering a strong shopper proposition and realising significant sales but is also contributing an overwhelmingly positive effect on the Johnnie Walker Brand equity.


The JOHNNIE WALKER, BLACK LABEL and DOUBLE BLACK words and all associated logos are trade marks.

About Diageo

Diageo is the world’s leading premium drinks business. With its global vision, and local marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie Walker, Baileys®, J&B, Cuervo, Captain Morgan and Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines.    

Diageo trades in some 180 countries around the world and is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE).  For more information about Diageo, its people, brands and performance, visit us at www.diageo.com.

Diageo is committed to responsible drinking through: setting world-class standards in responsible marketing, promotion and innovation; promoting a shared understanding of what responsible drinking means, and working with others to combat alcohol misuse.

  1. Aasine says:

    I purchased Double Black travelling to Europe this year. When will it be available in local liquor stores or can it be purchased other than airports at this time? By the way, it is wonderful!


    I am not a traveller but have been drinking Johnnie Walker for many years, especially black, drank red, blue, gold king george etc, but never heard of double black in India, its a shame, recently a friend who does not drink and does not know anything about liquor, gifted me a double black, I scoffed at him when he told be verbally, but on getting it was shocked, had the full bottle, gave a peg to my friends, regular scotch drinkers, and the drink was amazing, ofcourse black label will always be prefered just because double black is not known or prominent here in India,but can be the best selling if available.

    Great drink, black will be black whether it is black or double black….cheers, wish I could get it regulary …..

  3. Bob T says:

    Found Double Black at the Duty-Free store on the way from Canada into Michigan. I’m going to have to make that trip more frequently just to obtain this jem!

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