Johnnie Walker: Tapping into a New Market in South Africa

Kyle Lesch, head of whisky and reserve at Diageo, pondered how to successfully revitalize and transform the Johnnie Walker (JW) brand and regain market share in South Africa. Despite JW’s global recognition, the brand faced marketing challenges in South Africa due to its outdated strategy of targeting affluent older men. While the global subsidiary had shifted to focus on younger consumers since 2000, the South African subsidiary lagged behind, reluctant to disappoint its loyal older customers. Reviewing sales data also showed significant market share loss to competitors like gin, cognac, vodka, and other whisky brands. The central challenge for Lesch and his team was how to save the brand in the South African market and successfully reposition JW to reclaim its market position while preserving its long-standing tradition and retaining its existing customers.