Johnnie Walker whisky's global sales volume 2009-2023

Worldwide sales of Johnnie Walker whiskey steadily grew until 2020 when sales volume dropped to 14.1 million 9-liter cases. Sales have since rebounded, with the brand selling 22 million cases in 2023. In the same year, Johnnie Walker was the ninth most valuable spirit brand in the world, worth an estimated three billion U.S. dollars.

Brand history

The Johnnie Walker brand was started by a Scottish grocer, John Walker, in the early nineteenth century. After John Walker’s death, his son Alexander Walker produced the first commercial blend in 1867. The Walker company joined the Distiller Company in 1925, which was acquired by Guinness in 1986. In 1997, Guinness merged with Grand Metropolitan to form Diageo.

Where the sales come from

In the United States, Johnnie Walker Black and Red Labels were the first and third most popular Scotch whiskey brands by sales volume. The brand’s growing following in emerging markets is contributing a greater share of sales as well. 56 percent of the brand’s sales volume came from emerging markets.