In September 2024, Johnnie Walker celebrated 100 years of sales in Thailand and the top brand continues to dominate the Thailand spirits market. The brand’s iconic ‘Keep Walking’ (an example that truly does deserve the moniker of iconic!) is Thailand’s number one International Spirits brand and it has the highest market share of any Scotch brand in the market.
Johnnie Walker has been named number one spirits brand in Thailand by Brand Age magazine for 24 years in a row!
Earlier in the year the team in Thailand unveiled a suitably celebratory series of activations to mark the centenary. Firstly, the team launched a series of 100th Year Limited Edition collection. On top of that they are also working with famous Thai jewelery designer to create a further ten Limited Edition bottles – inspired by the idea: ‘what Blue Label will be in 100 years’ time’; one will get auctioned off.
Diageo.com spoke with Jarinee Womkangthong, Marketing Director, Thailand, to give greater insight into the Thai market, Thai drinkers and their fascination with Johnnie Walker.
Why has Johnnie Walker thrived in a market like Thailand for such a long time?
Even after 100 years, it still resonates with the Thai consumer – but that’s because we have always kept it relevant to them.
The philosophy of “Keep Walking” is strong in this market – defines its performance and success. But it embodies a lot of local culture as well – local activations under the Keep Walking/Striding man trademarks. Everyone here recognises the Striding Man; they know it represents Johnnie Walker.
The international image of the producer is certainly strong and continues to be – and the brand positioning works well. That always has conveyed the quality of the product – and the true value of the product.
What Johnnie Walker “labels” are the big sellers in Thailand?
Red Label and Black Label are the two biggest sub-brands – Red Label sales are slightly higher in volume, with Black slightly higher in value – but the figures are almost 50:50 on both sides. Although I will say that in the in the last decade we have seen significant growth in sales Johnnie Walker Blue – premiumisation is a growing trend in Thailand.
I would also add, however, that the modern Johnnie Walker drinker, whisky drinkers in their 20s are opting for Johnnie Walker Blonde, showing a growing taste for this lighter and sweeter version.
Does our marketing keep Johnnie Walker relevant in Thailand?
There used to be strict laws on advertising – but since they have been relaxed we have also run some famous and memorable campaigns – One of the most famous campaigns was “Winter in Bangkok” campaign in 2004 – which is underlining the idea of Keep Walking… that anything is possible – even snow in Bangkok! That campaign is still talk of the town. Our marketing over the last 20 years has consistently used the Keep Walking theme. In 2019, through 2020, we launched the WALK campaign. This included a series of events – like the WALK festivals in Chiang Mai, Bangkok and Khon Kaen that elevated the Thai identity by Thai visual artists and presented Thai music from a new perspective.
We also launched a series of “Ready to design” Black Label bottles with the Thai WALK theme. We took the distinctive identity of each region in Thailand and used it as inspiration to design a bespoke bottle pattern – such as the Khon Kaen bottle.
We look to showcase the brand in culture – often through experiential activations and events; and we find that people really want to be part of these events. “The Blacklist” is an event that people still talk about.
Is there something about bar culture, the culture of socialising in Thailand that makes Johnnie Walker “work” so well?
Traditionally in Thailand in the on-trade, we buy product by the bottle – and then share it amongst the group we are with; so we’ll buy a glass of a mixer at the bar and then we pour a small measure into each of our glasses at the table – rather than buy the whisky by the glass. The most popular occasion for spirits for decades is lively, upbeat occasions in bars and nightclubs – and that is where Johnnie Walker works well.
Is the connection with cocktail culture and bars important?
We are working with bartender communities, using Black Label and Thai ingredients to create a “true” Thai cocktail. We did this partnering with World Class – and working with the Dry/Wave Cocktail Studio in Bangkok – https://www.instagram.com/drywavecocktailstudio/p/C6kclLcvZhN/
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In a box
Highlights of the last 100 years
1924: Johnnie Walker sold and distributed for the first time in Thailand.
1939: Johnnie Walker was sold in the restaurant of the iconic Ratchathani Hotel of the State Railway of Thailand. The selling price of the Black Label mixed with soda is 65 satang per glass [equivalent, roughly, to 2p in today’s money].
1965: The Johnnie Walker brand appears on Thai movie screens for the first time in Money, Money, Money, starring Mitr Chaibancha.
1999: The iconic Striding Man symbol was altered, moving him from walking to the left because it was surveyed that more than 95% of people at that time were right-handed, and when they saw people turning to the right, they felt that they were walking forward, rather than turning left, which made people feel that it was a backward step.
2018: We designed the Blue Label Bangkok Edition bottle with a distinctive Thai symbol as a pattern on the bottle. It is produced and sold only in Thailand.
2024: We designed a limited-edition Black Label bottle to celebrate its 100th anniversary with black and gold tones and a man walking in Thailand’s most important landmarks. It is a celebration of 100 years that never stops.