F 1 9 I N N O VAT I O N S T R AT E G Y &

PIPELINE
March 2018
2
 3

Key Role for Innovation

 4

#1 KEY F19 PROJECTS

RECRUIT NEW CONSUMERS TO THE CORE

JW Red, Black, Blue
NEW
OCCASIONS &
AMPLIFY THE LABEL TRUTH CONTEMPORARY DESIGN
ACCESSIBILITY

WORK IN
PROGRESS

What : Projects on each of our lead variants to What : New packaging on JW Red, Black & What : Pocket Scotch. JW Red and JW
hero their credentials Blue label Black label 100 & 200ml.
Timing : Timing :
Timing : Q3 F19 – Red Q1F19
See details per project Q4F19 – Black
Q1F20 Blue ( tbc)
 5

#2 KEY F19 PROJECTS

WIN IN GIFTING

ALL YEAR ROUND

GIFTPACKS FRACTIONAL GIFTING
Win share at a critical period through Access lower price-point gifting
making JW the gift to give opportunities

What : VAPS/TIN offering across all variants + Bullion bottle What : New everyday fractional giftpacks – 5x5cl pack as lead
on GLR.
Timing :
Timing : Q2F19
Q2F19
 6

I N N O VAT I O N P I P E L I N E S U M M A RY ( W I P )

Timing Q1 F19 Q2F19 Q3F19 Q4F19/Q1F19

Opus

Blue 5cl Blue “Ghost” & Rare V2 XR 21 & KGV TJW Renovation
MOST Port Ellen Renovation

DESIRED

Everyday Gifting offerings : new 5cl Fractional

pack /re-design of 4x20cl collection Pack

MOST
ENJOYED
Pocket Scotch Festive Gifting offerings :
Batman Red Re-Design Black Re-Design Enzo
VAPS/ Bullion / CNY Blue

MOST TALKED Project Dragonglass

ABOUT White Walker

Confidential
7
Project Lead: Perrine Cavat

CASPER| JW BLUE GHOST

The second special release in the Blue Label series of Rare & Ghost liquids, blended from Ghost Distilleries and Rare Malts.

Who The everyday connoisseur. He has a discerning attitude and look for a chance to impress with, and collect incredible whiskies.

What A special release Blue Label series blended from Ghost Distilleries and Rare Malts

When After dinner with the inner circle.

Where At fine dining restaurants; at private dinners.
The limited edition to be sold in both domestic via private sales in GT, through JW houses and to whisky specialists.
Why When I’m hosting close friends at home I want to share my knowledge and affirm my worldliness with a rare whisky, but blended whisky is never as
rare or as higher quality as single malts.
Instead Instead of special releases of single malts, Japanese whiskies. G&R Year 2
of WIP
Wow The exceptional quality of Blue Label elevated to be even rarer by using whisky from extinct distilleries that can only be found in our reserve, and
Factor released in a limited number for a limited time. Making the unique extraordinary.

When a distillery closes, it becomes a “ghost”, but its spirit lives for a time as the last of its whisky matures. Johnnie Walker
Blue Label Ghost & Rare releases are fleeting chances to experience the characters of these irreplaceable ghost Scotch
Whiskies before they too disappear. Each special edition heroes a small number of selected whiskies from the world’s largest, SKU format(s) 75cl, 70cl, 1l
unparalleled Johnnie Walker Blue label reserves.
Indicative COGs for COGS 1L ~£210 / EU TBC G3
Johnnie Walker Blue Label Ghost & Rare Port Ellen brings together eight such treasured whiskies. At its heart is “ghost” stock
9L equivalent COGS 70cl ~£249 / EU TBC G3
from Port Ellen, one of Scotland’s most sought-after malts, which closed in 1983… over 34 years ago! The profound maritime
COGS 75cl ~£291 / EU TBC G3
smokiness of Port Ellen defines this expression, lingering through the long, warming finish. Two other “ghost” distilleries
Caledonian and Carsebridge bring creamy, vanilla sweetness whilst Rare whiskies from Mortlach, Dailuaine, Cragganmore, RRSP | GM 70/75cl: US$350 / ¥2001 / £275
(TBC G5) 1l GT: 300 GBP (1l)
Blair Athol and Oban add further layers of rich malt, waxy citrus and tropical fruit notes. ̴ 80% GM
Markets Global with GT lead market
Gate 1 Gate 3 Take or Pay Gate 5 Target launch
Nov 2017 Gate 2 w/c 2nd April April 2018 Test period May 2018 Production: July 2018
NA 2018 (open 2 wks) NA Shipping: Aug 2018
Confidential
On shelf: Sep 2018 onwards
Project Lead: Jesung Jun

NOMAD II | JOHNNIE WALKER BLUE LABEL -PIONEERING SPIRIT SERIES & CNY
A customizable Limited Edition Blue Label design that pays homage to the rare moments and rich
heritage that makes these cultures great
Purchased for luxury gifting occasions(e.g.Chinese New Year, and festive gifting season)
When Purchased to commemorate an experience or event(i.e.,Traveling to a new city, commemorating a national holiday or event)

25+ Super Deluxe Whisky consumers(and those who give them gifts) .Looking for culturally relevant, thoughtful and statusful gifts to
Who give at key times of year i.e. holidays, CNY, Independence day and etcs

What A Johnnie Walker Blue Label Limited Edition series that celebrates the pioneering sprits of cultures around the world

Insight: Luxury gift givers want to give statusful gifts that show a meaningful connection to the recipient and their culture.
Why Behavior: Consumers are moving away from traditional luxury gifts towards brands that tell culturally relevant interesting stories at key gifting occasions. (i.e.,
luxury watch companies with Chinese New Year designs)
Consumer gift: A customized Limited Edition Blue Label design that celebrates the pioneering spirit that makes each country more
Wow unique, and more relevant at that moment

Johnnie Walker was founded by pioneers with a boundless energy for creating the highest quality whisky and sharing it F19 Global CNY Edition
with the world. Made from only the rarest of whisky stocks, with unmatched depth of flavour and character, Johnnie
Walker Blue Label is the pinnacle of blended scotch whisky craft.
We’ll commemorate the brand’s pioneering spirit with Johnnie Walker Blue Label Pioneering Spirit Series. A customizable SKU format(s) 70cl, 75cl, 1L
limited edition design that celebrates the rare cultural moments and unique heritage that has built these great cities
into the pioneering centres they are today. Indicative COGs for 9L Est. £245
For F19 the Lunar New Year design will follow the Striding Man around the world as he celebrates the New Year. equivalent
The year of the Pig, the 12th and last animal of the zodiac cycle, will be woven throughout the design and prominently
RRSP | GM Recommended 15%
displayed in the design.
upcharge vs stand. JWBL
Participating markets Global

Test period
Gate 3 Take or Pay Target launch
Gate 1
Gate 2 NA Gate 5
Feb 2018 23 Mar 2018 Ship Start Ex Scot:
14 July 2017
NA (Closed) May 2018 From Aug 2018
Confidential
10
Project Lead: Perrine Cavat
OPUS Year 1 WIP
OPUS| THE JOHN WALKER - MASTERS
The John Walker is a tribute to our founder and original Master Blender. This is a series of Special Release
celebrating our great collaboration with other Masters of their fields.

WHO Luxury Aficionados and Investors

WHEN Self-Consumption at statusful occasions & Investment for future re-sale or as personal Collection.

WHAT A Series of 3 releases of 50+ year old blended whisky made through the artistry of 3 masters – whisky, crystal and wood – Year 1
released in no more than 100 bottles each year, all individually numbered. 42% ABV TBC.
WHY INSIGHT: Luxury aficionados are looking for exclusive rare trophies from a brand they can trust to exhibit their collections
and also collect for long-term investment value.
WOW The first 50 years old rare whisky ever released from Johnnie Walker with age statement in a very limited number of bottles
launched globally (100 units). 3 Masters of their craft: Jim Beveridge, Neil Stevenson and Vincent Benoit. Mastery in whisky
making – each a true masterpiece.

The John Walker Masters Edition 50 yo pays tribute to the Masters of Whisky making, with extraordinary blends inspired
by the Masters’ artistry in blending, woodcraft and crystal creations – Jim Beveridge, Neil Stevenson (Royal Cabinet
maker) and Vincent Benoit (Baccarat).
The first release is a one-of-a-kind blend of 3 malt and 3 grain whiskies, all aged for at least 50 years, from only 6
SKU format(s) 70cl ONLY
distilleries that all existed during John Walker lifetime – Glen Albyn, Blair Athol, Glenury Royal, Caledonian, Cambus, and
Port Dundas. This is the first 50 Years Old rare whisky blend ever released from Johnnie Walker, in very limited supply
Indicative COGs £6.6k/bottle max (currently
globally (100 numbered bottles). per UNIT tracking at £4.4k)
Changes vs last update: RRSP | GM USD 25K | 65% GM
- 28th APRIL 2018 = the liquid turns 50 yo. Pre-selling kits delivered in MAY to allow liquid samples to be 50 yo.
- G3 w/c 2nd APRIL, not MARCH to finalise sample production. No impact on G5 / ready to ship date. Markets (all vol China (incl. HK), SEA
- Presented at DFS MOWS event this weekend 24/25th March in Singapore… Watch this space for customer feedback! on allocation) (Singapore), GT, US, GB
Gate 1 Gate 3 Take or Pay Target launch
Gate 2 Test period Gate 5
May 2017 w/c April 2nd APRIL 2018 Production: July 2018
NA 2018 (open 2 wks) NA May 2018 Shipping: August 2018
Confidential
On shelf: August onwards
 WIP – New THE & KGV
MAISON| JOHN WALKER & SONS COLLECTION Q2F19
Renovation of The John Walker, King George V and XR21 in line with new JW TM identity.

WHO Luxury Aficionados and Investors. The definition of “STATUS” has moved on nowadays, from asserting power to
knowledge, personal and freedom for choice. Affluent consumers want their choice of prestige product to be impeccable
in all fronts –aesthetics, rarity, product and experience.
WHEN Self-Consumption at statusful occasions & Investment for future re-sale or as personal Collection.
ODYSSEY: DE-LIST FROM H1 F19
WHAT Luxury, rare whiskies at the pinnacle of JW mastery of the Blending art.
WHY INSIGHT: Luxury aficionados are looking for exclusive rare trophies from a brand they can trust to exhibit their collections
and also collect for long-term investment value.
WOW Stunning new cabinet and refined hierarchy. + ODYSSEY: DE-LIST FROM
H1 F19

Product/platform story
A consistent look & feel of JW&S Collection range & individual variants that embeds new consumer insight
and variant proposition – TO BECOME THE MOSTED CELEBRATED AND TALKED ABOUT WHISKY IN
PRESTIGE DARK SPIRITSTHAT HEROS OUR WALKER RARITY CREDENTIALSPROFITABLY. SKU format(s) 75cl & 50cl

Indicative COGs for Increasing our current

UNIT GM% for the TM
RRSP | GM $3,000/btl – TJW
$450/btl - KGV
Participating markets China (incl. HK),
Test period Singapore, GT, US, SEA
Gate 3 Take or Pay Target launch
Gate 1
Gate 2 NA Gate 5
Dec 2017 NA Production: July 2018
2016
NA Feb 2018 Shipping: Sep 2018
Project Lead: Perrine Cavat On shelf: Oct onwards
Project Lead: Perrine Cavat
NEW TJW WIP
MAISON| THE JOHN WALKER (renovated permanent sku)
Renovation of The John Walker in line with new JW TM identity.

WHO Luxury Aficionados and Investors. The definition of “STATUS” has moved on nowadays, from asserting power to knowledge,
personal and freedom for choice. Affluent consumers want their choice of prestige product to be impeccable in all fronts –
aesthetics, rarity, product and experience.
WHEN Self-Consumption at statusful occasions & Investment for future re-sale or as personal Collection.
WHAT Luxury, rare whiskies at the pinnacle of JW mastery of the Blending art. ODYSSEY: DE-LIST FROM H1 F19
WHY INSIGHT: Luxury aficionados are looking for exclusive rare trophies from a brand they can trust to exhibit their collections
and also collect for long-term investment value.
WOW Stunning new cabinet and refined hierarchy.

A consistent look & feel of JW&S Collection range & individual variants that embeds new consumer
insight and variant proposition – TO BECOME THE MOSTED CELEBRATED AND TALKED ABOUT WHISKY
IN PRESTIGE DARK SPIRITS THAT HEROES OUR WALKER RARITY CREDENTIALS PROFITABLY.
New TJW = 5% COGS saving. Increased ABV from 40% to 46% ABV. TBC G5. Increased luxury cues and SKU format(s) 75cl & 70cl
liquid credentials.
Indicative COGs for UNIT $3,000/btl – TJW
Kindly note: 100 units will be pre-released to G China & Singapore markets in AUGUST 2018 (shipping $450/btl - KGV
ex-Scotland), as key luxury hubs. RRSP | GM Increasing our current GM%
for the TM
Participating markets China (incl. HK), Singapore,
GT, US, SEA

Target launch
Gate 1 Gate 3 Gate 5
Production: October 2018
2016 Gate 2 Dec 2017 Take or Pay Test period 28th May 2018 Shipping: November 2018
NA NA NA On shelf: November onwards
Confidential (depends on market RTM)
Project Lead: Perrine Cavat
NEW KGV WIP
MAISON| KING GEORGE V (renovated permanent sku)
Renovation of King George V in line with new JW TM identity.

WHO Luxury Aficionados and Investors. The definition of “STATUS” has moved on nowadays, from asserting power to knowledge,
personal and freedom for choice. Affluent consumers want their choice of prestige product to be impeccable in all fronts –
aesthetics, rarity, product and experience.
WHEN Self-Consumption at statusful occasions & Investment for future re-sale or as personal Collection.
ODYSSEY: DE-LIST FROM H1 F19
WHAT Luxury, rare whiskies at the pinnacle of JW mastery of the Blending art.
WHY INSIGHT: Luxury aficionados are looking for exclusive rare trophies from a brand they can trust to exhibit their collections and
also collect for long-term investment value.
WOW Stunning new cabinet and refined hierarchy.

A consistent look & feel of JW&S Collection range & individual variants that embeds new consumer
insight and variant proposition – TO BECOME THE MOSTED CELEBRATED AND TALKED ABOUT WHISKY IN
PRESTIGE DARK SPIRITS THAT HEROES OUR WALKER RARITY CREDENTIALS PROFITABLY.
SKU format(s) 75cl, 70cl & 50cl (Korea only)
New KGV = 16% COGS saving on 75cl and 27% COGS saving on 70cl. TBC G5. Increased luxury cues and
Indicative COGs for UNIT $3,000/btl – TJW
liquid credentials. $450/btl - KGV
RRSP | GM Increasing our current GM%
for the TM
Participating markets China (incl. HK), Singapore,
GT, US, SEA

Target launch
Gate 1 Gate 3 Gate 5
Production: July 2018
2016 Gate 2 Dec 2017 Take or Pay Test period 9th April 2018 Shipping: August 2018
NA NA NA On shelf: August onwards
Confidential (depends on market RTM)
Project Lead: Perrine Cavat
DELIST ODYSSEY
MAISON| ODYSSEY DELIST (FROM H1 F19)

Delist of Odyssey in line with markets feedback & new JW TM identity.

ODYSSEY: will be DELISTED JAN 2018 onwards.

Demand is in constant decline for Odyssey. Its looks & liquid story are dated, consumers did not
understand the TRIPLE MALTS story and margins are a challenging on going issue, driving further
decline as markets turn to more profitable SKUs. ODYSSEY: DE-LIST FROM H1 F19
Our Guidance for markets to make up for the volume/NSV loss is to maximise sell out through the new
JW&S TOOLKIT available as below if you have stock, or through the Private Collection and Blue GHOST
& RARE 1st edition instead.
Write off costs estimates will be shared with key markets and are to be budgeted out of F19 budget /
F18 for GT.

Customer comms and Q&A are available from JW Prestige GBT – contact = Johanna Dalley.

Gate 1 Gate 3 Gate 5 Target write off

2016 Gate 2 Dec 2017 Take or Pay Test period March 2018 July F19 (F19 budget) except GT
NA NA NA in Feb F18 (F18 budget).
Confidential
Project Lead: Perrine Cavat
NEW XR21 WIP
XR21 RENO| New XR 21 renovated permanent sku
Renovation of The John Walker in line with new JW TM identity.

WHO APAC-focused. Luxury Aficionados and Investors. The definition of “STATUS” has moved on nowadays, from asserting power
to knowledge, personal and freedom for choice. Affluent consumers want their choice of prestige product to be impeccable
in all fronts –aesthetics, rarity, product and experience.
WHEN Self-Consumption at statusful occasions & Investment for future re-sale or as personal Collection.
WHAT Luxury, rare whiskies at the pinnacle of JW mastery of the Blending art. ODYSSEY: DE-LIST FROM H1 F19
WHY INSIGHT: Luxury aficionados are looking for exclusive rare trophies from a brand they can trust to exhibit their collections
and also collect for long-term investment value.
WOW Stunning new cabinet and refined hierarchy.

A more consistent look & feel of the JW XR21 variant that embeds new consumer insight and variant
proposition. Great whisky is ready only when it’s ready, never sooner. That is why we have waited at
least 21 years for the exceptional whiskies in JOHN WALKER & SONS XR 21 to mature, before carefully
creating – step by step – every single layer of flavour.
SKU format(s) 75cl & 1L
New XR21 = New story / New pack design in line with new positioning / ca. +3% COGS saving TBC G5.
Increased luxury cues and liquid credentials. Indicative COGs for UNIT Increasing our current GM%
for the TM
Kindly note: Lead market are GT & Taiwan.
RRSP | GM As per existing | 65.5% GM
- JW GBT Prestige recommends markets allowed to sell XR21 based on strategy, current performance
& proven flawless execution of past launches, to maximise drivers of success. Participating markets China (incl. HK), Singapore,
GT, US, SEA

Gate 1 Gate 3 Gate 5 Target launch

Sep 2017 Gate 2 w/c April 2nd Take or Pay Test period May 2018 Production: July 2018
NA 2018 NA NA Shipping: August 2018
On shelf: August onwards
Confidential
Project Lead: Jayasutha Samuthiran (Sutha)

Prince 5| John Walker & Sons Private Collection Midnight Blend Edition Age: 28 yo

A rare 28 yo blend designed specifically for the after-dinner occasion.

Who HNWI Luxury Spirit collectors and connoisseurs; Johnnie Walker consumers who are attracted by luxury and real rarity. They are luxury
aficionados. They have a discerning attitude and look for a chance to taste and collect incredible whiskies.
What 2018 edition, Midnight Blend (holding name), a delicious after-dinner rare whisky (aged 28) with notes of salted caramel, tangerine and dark
cocoa, from Master Blender Jim Beveridge.
Liquid brief: dessert in a glass; world of after-dinner decadence
When This is the after-dinner occasion, where rare malts, cognac and Scotch is drunk.
Where At fine dining restaurants; at private dinners.
The limited edition to be sold in both domestic via private sales in GT, through JW houses and to whisky specialists.
Why Luxury aficionados are looking for exclusive access to the rare & personal.

Instead Instead of cognacs/brandy, single malts, Japanese whisky, blended scotch– and other brown spirits playing in the after-dinner occasion; and at
of the aspirational £400 - £600 price point in Asian markets.
Wow A rare 28 year old blend, made of incredible malts, designed specifically for the after-dinner occasion. This will be a dessert in a glass.
Factor
SKU format 70 cl
The John Walker & Sons Private Collection enters its fifth year in 2018. Years 1 to 4 were unique small batch releases that explored
the key flavour profiles of Walker with very rare and experimental whiskies from Jim’s private reserve. Loved by the whisky
‘cognoscenti’ and connoisseurs. Indicative COGs for GBP 800
9L equivalent
Midnight Blend Edition: This offers an exquisite 28 yo whisky, ready to be shipped to markets in Sept 2018. A fantastic opportunity
for all markets and esp Asia as 28 is a very lucky number. RRSP | GM 550 | 80%

Participating markets TBC

Test period Target launch

Gate 3 Take or Pay
Gate 1 Gate 5
Gate 2 NA Production: 10th Sept 2018
w/c 23rdApril April 2018
Aug 2017 June 2018 Shipping: Sept 2018
NA 2018
On shelf: Nov/Dec 2018
Confidential
18
Project Lead: Toby Smart

TYRION| Johnnie Walker PET “POCKET SCOTCH” (200/100ml)

When At Home or Out of of home (where permitted) – whether it’s at a festival or at the beach

Who Guys and gals who love to socialize and never want to sacrifice their sense of style. They love the
idea of Johnnie Walker, but it doesn’t suit their everyday lifestyle

What Johnnie Walker Pocket – chic, sleek and perfect for the pocket, 100ml and 200ml Johnnie Walker
Pocket Scotch give consumers a chance to experience more Johnnie Walker style, on the go.

Why A smaller format not only gives consumers a chance to experience Johnnie Walker at a lower price
point, but also allows them to express their personal style, with bright, sleek designs and in an SKU format(s) JW Red Label & JW Black Label
unbreakable format that won’t slow them down! - 200ml
Where Off-trade wherever spirits are sold - 100ml
Indicative COGs TBC
for 9L • JW Red Label 200ml - £22/ 9L case
PURPOSE • JW Red Label 100ml - £33/ 9L case
equivalent • JW Black Label 200ml iflask - £28/9L case
• Recruit new consumers into Johnnie Walker by driving reappraisal with a breakthrough pack that puts
Johnnie Walker style into your pocket RRSP | GM 70%
• Enable consumers to experience Johnnie Walker by creating a smaller format with an accessible price
and even more Johnnie Walker style Participating All except Turkey & Kenya
markets
INSIGHT
• Consumers are interested in trading up to better whiskies, but not if it means they’ll be getting “less” of a
good thing.

Supply Gate 3 FORECASTS Gate 5 Target launch

Gate 1
January 2018 Test period June 2018 Dispatch ex Scotland: end July 2019
August 2017 December Launch in Q1/Q2F19
2017 (PASSED) NA
Confidential
PROJECT LEAD : Marie Kennedy

SCOTT| Johnnie Walker RED LABEL REDESIGN Q3 F19

PURPOSE : DESIGN TBC

• Update designs to fit with New Status learnings

• Build on our strong recognition

• Improve quality credentials SKU format(s) Focus on core skus first : 70cl/ 75cl/
1L / 1.75L

Indicative COGs Target of cogs neutral

KEY VARIANTS: for 9L
JW Red Label equivalent

RRSP | GM
SCOPE :
Graphic design on bottle, shipper, closure and IBC Participating GLOBAL
No change on bottle structure markets

Target launch
Gate 1 Gate 3
Gate 5 Soft production Roll-out : 15th of Jan.
June 2017 June 2018 In market : from March onward
Nov 2018
PROJECT LEAD : Marie Kennedy

SCOTT| Johnnie Walker BLACK LABEL REDESIGN Q4 F19

DESIGN TBC
PURPOSE :

• Update designs to fit with New Status learnings

• Build on our strong recognition

SKU format(s) Focus on core skus first : 70cl/ 75cl/
• Improve quality credentials
1L / 1.75L

KEY VARIANTS: Indicative COGs Target of cogs neutral

JW Black Label for 9L
equivalent

SCOPE : RRSP | GM
Graphic design on bottle, shipper, closure and IBC
Participating GLOBAL
No significant change on bottle structure, however removal of the SM embossed to replace with PSL
markets
label

Target launch
Gate 1 Gate 3
Gate 5 Soft production : From April 1st 2019
June 2017 Sept 2018 In market from June 2019
Feb 2019
Project Lead: Marie Kennedy
Project Lead: Toby Smart
Image of product TBC
Enzo | JW Red Innovation/ Renovation
A vibrant & approachable Red Label designed to recruit whiskey newcomers

25-35 yo, 4-8 people, mixed gender, young professionals. A tight group with strong bonds. These casual
WHO
moments are their ritual and one of the important ways in which they connect.

W H AT Versatile Scotch with a smooth but bold taste - x3 Innovation concepts

Casual Plus - 12pm (4-5 hours), Thu/Fri/Sat, likely to be near pay day. Catching up / reconnecting, lots of
banter as the group talks about nothing/everything. Everyone has put their phones aside –this is a moment
WHEN
to focus on the people you are with. It’s an energized conversation, they focus on each other but appreciate
being surrounded by the energetic atmosphere.

WHERE On-trade, indoor & outdoor spaces, table seating, music in the background, but not always dancing

When I get to hang out with my mates, we want to share a drink experience more special than the norm.
WHY
Scotch is a step up and interesting, but is too ‘dusty’ and harsh-tasting for us.

INSTEAD Poland : Vodka, (Beer) & Primary whiskey’ Mexico : Tequila, Rum (Beer) & Primary whiskey; Thailand :
OF Local Spirits (Beer) & Primary whiskey; Globally : Jack Daniels, Jameson (mixable + shots, accessible,
global, taste and new status) SKU format(s) 35cl, 70cl, 75cl, 1
litre
Indicative COGs for 9L Red Label +%
equivalent
RRSP | GM 75%

Lead markets Mexico, Poland

Gate 3 Take or Pay Test period
Gate 1 Target launch
Gate 2 Gate 5
May 2018 TBC NA
Jan 2018 Dispatch ex Scotland: April 2019
Apr 2018 Sept 2018 Global Launch in Lead Markets – Q1 F20
Confidential
PROJECT LEAD : JULIE MACLURE/ LIEKE HOMPES

F19 Festive Gifting / VAPS Q2 F19

When Festive period = Christmas / New Year’s and CNY - ONDJ

Who Shoppers who want to give something meaningful and special.

What Limited Edition festive gifting VAPS / Tin offering delivered as part of a 360°
cross channel program to build JOHNNIE WALKER AS THE GIFT TO GIVE (see
WIP Festive Gifting TM Toolkit for F19).

Why Gifting represents a significant commercial opportunity for Johnnie Walker

with the objective to grow share of gifting contribution to JOHNNIE WALKER
Trademark from 27% F17 to 30% F18 by delivering GBP50M incremental SKU format(s) • Red Label and Black Label Tins
during the festive period (measured against previous festive period year) (F19 • Red Label / Black Label / Double Black Label Cartons with
Glassware
targets WIP). • Gold Label / Green / 18 Rigid Packs with Glassware
• Blue Label Crystal Pack
Johnnie Walker is well positioned to win in the gifting arena because:
1. Whisky is the most gifted spirits category and 2. JOHNNIE WALKER is the Indicative COGs for See next slide
world’s number 1 Scotch Whisky. 9L equivalent

Where Off-trade wherever spirits are sold

Participating markets Global

Gate 3 Take or Pay Gate 5 Target launch

Gate 1
February Test period May 2018 Dispatch ex Scotland: from August 1st 2018
August 2017 February Launch in October 2018
2018 2018
NA
Project Lead: Julie MacLure
F19 Festive Gifting / VAPS
F19 Cogs ( AT G3- Final TBC)
PROJECT LEAD: LIEKE HOMPES

BULLION RE-RUN| Johnnie Walker GLR Q2F19

PURPOSE:
• Makes Johnnie Walker Gold Label the premier choice for consumers in the
celebratory occasion.

• Capitalise on one of the most successful limited edition concept for JW Gold
Label Reserve to reinforce its positioning in the celebratory occasion.

• Re-Run of F18 design

SKU format(s) • 70cl, 75cl

Indicative COGs Circa £63.5/9L cs fr 70cl / £58.84 for 75cl

for 9L
equivalent
RRSP | GM

Participating Global- Lead: Europe

markets

Gate 3 Take or Pay Gate 5 Target launch

Gate 1
April 2018 Test period June 2018 Dispatch ex Scotland: August 2018
July 2017 March 2018 Launch in October 2018
NA
Project Lead: Paige Walker

So Cute| Johnnie Walker 5cl Range

Johnnie Walker 5cl range allows consumers to experience the world’s best whiskies at an
accessible price point.

When Everyday gifting occasions- for self and for others

Who Consumers love the Johnnie Walker range but the more premium SKUs are out of their price range.

What Johnnie Walker 5cl variants allow consumers to gift, or try the worlds best whiskies at an accessible
price point SKU format(s) 5cl, glass bottle
Blue Label with IBC
Why For many consumers, Johnnie Walker’s premium and reserve range is priced out of reach. A small,
Indicative COGs • JW Black Label 5cl - £57,40 per 9L case
single-drink format gives consumers an opportunity to try these whiskies without spending too • JW Green Label 5cl – 68.87 per 9L case
for 9L
much. • JW Gold Label Reserve 5cl - £64.44 per 9L
equivalent case
Where Off-trade and travel retail where consumers shop for gifts. • JW 18 y/o 5cl - £67.58 per 9L case
• JW Blue Label 5cl - £234.61 per 9L case

PURPOSE RRSP | GM 75%

• Recruit new consumers into Johnnie Walker by making trial more affordable
• Enable consumers to navigate through our range and enable them to test our SDX variants Participating USA, GT, Taiwan
markets

INSIGHT
• There is an existing desire to try higher end whiskies, accessing whiskies that are usually above the
customers price point

Gate 3 Take or Pay Gate 5 Target launch

Gate 1
NA Test period April 2018 Dispatch ex Scotland: June 2018
August 2017 January 2018 Launch in US and GT in July 2018
NA
Confidential
Project Lead: Paige Walker

So Cute| Johnnie Walker Mini Multipacks

Small format multipacks so consumers can give the gift of the world’s most loved whiskies at a
price that will make them want to buy one for themselves, too.

When Festive and everyday gifting occasions

Who Male and female travelers who want to bring a fun and thoughtful gift back for their
friends/family when they travel
What Johnnie Walker small format multipack gives the gift of the world’s most loved whiskies at a price
point that will make consumers want to buy one for themselves, too.
SKU format(s) 5cl, glass bottle
Why 61% of travelers bring back gifts for friends and family. – and almost 80% think spirits make a Blue Label with IBC
great gift – however, they don’t want to spend a lot to give their friends something special.
Indicative COGs • 5x5cl Multipack - £108/9L case
Where Travel retail and Off-trade retail environments where consumers ship for gifts for 9L • 4x5cl Multipack - £1110/9L case
equivalent • 3x5cl Multipack - £127/9L case
PURPOSE RRSP | GM
• Recruit new consumers into Johnnie Walker by making trial more affordable 75%
• Enable consumers to navigate through our range and enable them to test our SDX variants
Participating USA, GT, Taiwan, Europe, SEA
markets
INSIGHT
• There is an existing desire to try higher end whiskies, accessing whiskies that are usually above the
customers price point

Gate 3 Take or Pay Gate 5 Target launch

Gate 1
N/A Test period April 2018 Dispatch ex Scotland: mid-July 2018
August 2017 31st March Launch in market: beginning mid-August 2018
2018 NA

Confidential
PROJECT LEAD : MARIE KENNEDY

SO CUTE| Johnnie Walker Collection Pack 4x20cl REDESIGN Q2 F19

PURPOSE :
- Renovate the JW Collection pack with the new JW 18yo proposition
- Take advantage to change the pack structure to allow a window within the pack to fit with
shoppers’ expectations while retaining the premiumness of the pack.

KEY VARIANTS: SKU format(s) 4 x 20cl : JW Black, JW GLR, JW 18yo,

JW Collection Pack 4x20cl : JW Black 20cl, JW GLR 20cl, JW 18yo, JW Blue 20cl JW Blue Label 20cl

Indicative COGs Target of cogs neutral

for 9L
SCOPE : equivalent
Graphic design change on the box
Change of Bottle Label for JW 18yo RRSP | GM
Structural change on the box
Participating GLOBAL
markets

Target launch
Gate 1 Gate 3
Gate 5 Shipping : end of August/Early September. In
June 2017 March 2018 market in Q2 ( soft launch)
July 2018
Project Lead: Marie Kennedy
Project Lead: Jayasutha Samuthiran (Sutha)

Aura| XR 21 Festive Pack for CNY 2019

XR 21 Festive Pack for Chinese New Year 2019.

Whisky & cognac drinkers (35 to 60 yrs) in Asia looking for luxurious festive pack that have cultural relevancy to
WHO
the CNY / TET festive occasion.
Limited edition festive edition of JW XR 21 at a price premium to the existing JW XR 21 to maintain same % GM
W H AT
vs standard.
WHEN CNY 2019; Festive get-togethers, CNY reunion dinners, (Chinese) New Year gifting
Design TBC
WHERE Greater China, Southeast Asia, GT (TBC) ODYSSEY: DE-LIST FROM H1 F19
WHY Whisky & cognac drinkers are looking for culturally relevant festive packs during the CNY / TET gifting period.

INSTEAD OF Hennessy XO festive edition and other similar Cognacs.

OBJECTIVES:
Position JW XR21 as a relevant choice for luxury gifting in a luxury environment where brands incorporate local festive
cues into their designs.
Deliver an incremental GBP 3m NSV for JW XR21 during CNY / TET festive period via a proven concept.
SKU format(s) 75cl
SUMMARY:
Develop and launch a limited edition TET / CNY gifting edition of JW XR 21 that incorporates local festive cues in time for Indicative COGs for UNIT TBC
CNY 2019 at a price premium to the existing JW XR21.
In Scope: new bottle & box décor relevant to TET / CNY, max +5% COGS increase, delivered in time for CNY / TET 2019; RRSP | GM TBC | +5%
strengthen JW credentials and JW’s global positioning as intended by GBT.
Out Of Scope: new box or bottle structure, new liquid, not hitting CNY / TET period, < % GM vs standard. Participating markets Taiwan, Malaysia, Vietnam,
GT (TBC)

Gate 1 Gate 3 Gate 5 Target launch

Jan 2018 Gate 2 Apr 2018 Take or Pay Test period July 2018 Production: Sept 2018
NA NA NA Shipping: Sept/Nov 2018
On shelf: Dec-Jan 2019
Confidential
Project Lead: Jayasutha Samuthiran (Sutha)

Simply Red | JW Red Rye Finish ( EUROPE/RUSSIA ONLY)

Relaunch of JW Red Rye Finish as a 2 yr LTO in Europe & Russia – not under Blenders’ Batch platform.

Issue JW, and Scotch, has low penetration among millennials compared to US & Irish,
driven by scotch perception of being stuffy
and with a challenging taste.
Opportunity Millennials are looking for things that are a little different, with more depth, but
nothing that feels too challenging.

Consumer Johnnie Walker Red Rye Finish’s accessible flavor and contemporary American
Benefit cues proved successful in
recruiting new consumers into JW TM in F17.
Customer Cash accretive product that recruits consumers into the valuable scotch category
Benefit (largest value category, once in SKU format(s) 70cl
whisky consumers stay in it)
Indicative COGs for 9L 12.85 (non-IBC) &
equivalent 15.72 (with IBC)
RRSP | GM 70%

Participating markets Europe, Russia

Test period
Gate 3 Take or Pay
NA Gate 5 Target launch
Gate 1 Gate 2 31st Oct 2017 Nov-Dec 2017 Dispatch ex Scotland: April 2018
June 2017 NA 21 March Launch in market: 1st May 2018
2018
Confidential
Project Lead: Toby Smart

Alfie | JW Sweet Peat (small batch Europe/Australia)

Black Label's signature smoke combined with subtle sweetness for a smooth sipping scotch.

Given very limited volumes, we invite outlets to host whisky events. Stores should create special displays
WHEN
and visibility to drive trial of the liquid

WHO Whisky lovers who are looking for the new & different and not afraid to experiment with new, pioneering

WHAT Black Label's signature smoke combined with subtle sweetness for a smooth sipping scotch.

WHERE Exclusively available in Whisky Specialist off-trade stores

Whiskey drinkers want to be seen as sophisticated and always in-the-know for new trends to show their
WHY personal taste through experimentation.

This experimental whisky from Johnnie Walker includes Malts from across the regions of
Scotland including Cardhu from Speyside, Caol Ila in Islay and the creamy lowland grain whisky SKU format(s) 50cl
Cameronbridge. These components work together to create a complex blend of autumnal
flavours with a sweet smoke for a new Johnnie Walker experience. Indicative COGs for 9L 35-40
equivalent
Sweet Peat is rooted to Johnnie Walker through the signature peated element reminiscent of
Johnnie Walker Black Label. The increased sweet notes and smoked character is makes it an RRSP | GM 70%
irresistible Scotch Participating markets Europe & APAC

Test period
Gate 3 Take or Pay
NA Gate 5 Target launch
Gate 1 Gate 2 Mid April May 1-10 Dispatch ex Scotland: August 2018
June 2017 NA 20th July 2018 Launch in market: 1st October 2018

Confidential
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 O R I G I N AT I O N C O S T S

Please note that all markets will have

to pay the origination cost before
Gate 5. This will vary per project and
be pro-rata based on their volume.