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Keep Walking: Whose on this Journey?

Who makes up the Johnnie Walker audience?  What relationships and interests do they have in common? We have the answers...

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View Report


  W
hy we did it...

Snapshot of the JW Community

Today, Johnnie Walker is the biggest whisky brand in the world. A brand synonymous with progression. As the brand evolves so does its community and their affinities.  

Community: Deep Dive

We were particularly interested in uncovering the different segments of the overall audience that had the greatest affinity to JW.


   Insights we found... 

New Segments

We discovered a range of different communities within the JW audience: Whisky Fanatics, Bars/ Pubs Owners, Luxury Fashion, Dedicated Racing Fans, African Community, Football Fans, Chivas Drinkers, Bourbon Drinkers, Gamers, Artists
and Bartenders. A truly versatile brand.

Influencers

We were particularly interested in understanding the student demographic. We learnt that the two big influencers for this segment were youtube duo Daniel Howell and Phil Lester and that social media was a hugely influential for this group of individuals, with this group more likely to be on Twitter than the other segment within Tesco audience.