Johnnie Walker is to introduce a “sweeter, smoother” version of its Red Label blended scotch whisky.
Johnnie Walker Red Soul (rsp: £25/70cl) was created to tempt shoppers to “take their first step into the whisky category”, said brand owner Diageo. It is rolling out across global markets from this month.
The NPD was underpinned by consumer insight that over a quarter of non-scotch whisky drinkers were open to exploring the category but desired sweeter flavours, Diageo said [CCF 2023].
Red Soul had therefore been crafted to offer “rich vanilla sweetness, unfolding into notes of caramel fudge and gentle oak,” it said.
The tipple’s signature serve is mixed with lemonade and a pinch of sea salt, and garnished with a strawberry.
It comes with Diageo seeking to strengthen its portfolio at an entry-level price-point under new CEO Dave Lewis.
Diageo bet heavily on premiumisation under the late Ivan Menezes, but Lewis last month told analysts the drinks giant would “explore new portfolio opportunities” amid sluggish spirits sales globally.
“There are a whole bunch of people at the moment who not enjoying a Diageo in our core categories,” he said, adding it was important that the business had a portfolio that was “effective in the prevailing economic conditions”.
Johnnie Walker was a global leader thanks to its ability to “offer choice at every price point and respond to the evolving needs of consumers,” said Diageo global whisky director John Williams.
“Red Label has been a market leader and global growth engine for over 35 years,” Williams said. “It’s an icon of quality which has been recruiting new whisky drinkers – particularly females and younger audiences – yet, for some, it’s still not always considered a drink that feels easy and social.
“Johnnie Walker Red Soul shows another side to whisky – softer, a bit sweeter and perfect for mixing. We see it as a great choice for those looking for a quality spirit at a more affordable price point.”
Sales of Johnnie Walker slid £16.4m (30.3) on volumes down 43.3% last year, after Diageo delisted a one-litre bottle of Red Label [NIQ 52 w/e 6 September 2025].
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