Johnnie Walker’s Game of Thrones whisky is a hit

Increased sales of Johnnie Walker whisky has boosted profits for its owner Diageo.

Today, Diageo has announced its interim results for the six months ended 31 December 2018.

Dayalan Nayager, managing director, Diageo Great Britain, Ireland and France, was pleased with the half-year results.

He said: ‘We’ve experienced a very strong half in GB, with net sales up 14% and our key brands, including Guinness, Tanqueray, Gordon’s and Smirnoff, all performing well.

‘Johnnie Walker grew 6% partially driven by the launch of the limited-edition White Walker by Johnnie Walker, in collaboration with HBO and Game of Thrones, which was released in Great Britain in October 2018.

‘The launch proved hugely popular, selling one bottle a minute on Amazon UK in the first 24 hours of it being available.

‘The gin category continues to boom in GB1 . Tanqueray and Gordon’s remain firm favourites amongst consumers, with both brands delivering strong double-digit growth over the last six months.

‘In beer we are outperforming the category2 .Guinness delivered net sales growth of 6% and increased its market share, driven by a strong performance from Hop House 13 lager. In December, Guinness was announced as the new title sponsor and official beer of The Six Nations from 2019, reinforcing the Guinness brand’s position as one of rugby’s biggest supporters.

‘Smirnoff returned to growth with net sales increasing 4% despite the category being in decline in GB3 . It also cemented its position as the UK’s biggest spirits brand4 . Summer saw the launch of the ‘Smirnoff Soda Smash’ which encouraged consumers to put a modern twist on the classic vodka and soda.’

Big plans are afoot for Diageo in 2019, with plans totalling more than £185 million across Scotland.

This will include a new global visitor attraction for Johnnie Walker in Edinburgh, as well as investment in 12 distillery visitor centres and the revival of the iconic lost distilleries of Port Ellen and Brora.

Dayalan added: ‘We’ve seen a host of exciting activations by our brands over the half. The Guinness Open Gate Brewery opened its doors in London, giving consumers a chance to sample some of Guinness’s unique and innovative beers.

‘We showcased seven of our Reserve brands at London Cocktail Week in October, which saw around 25,000 people attend, and the Baileys Treat Bar Christmas Pop-up returned to London for a second year in a row.

‘I was also delighted to see Diageo GB recognised as Britain’s Most Admired Company for 2018 by Management Today as well as being listed among Glassdoor’s Best Places to Work in the UK.’