Diageo’s success with smaller batch ideas and e-commerce keeps Johnnie Walker relevant to craft-loving millennials

Johnnie Walker, as it’s long standing brand platform ‘Keep Walking’ suggests, is maintaining its sales figures (it is the number one scotch whisky in the world), despite people having greater choice and access to a wider variety of scotch brands.
In 2016 Diageo sold over 200 million bottles of Johnnie Walker. That is nearly 25,000 bottles every hour of every day, hardly a craft position when you look at the numbers. But with a portfolio that ranges from $20 to $3000 (or more fo