FACT SHEET

Scotch is our largest category,

representing 25% of our total net sales
for the fiscal year ending 30 June 2019
and more than £3.2 billion in net sales.
Our scotch is steeped in a rich history, from John Walker’s
Our half year global Scotch
genius for blending whisky to Elizabeth Cummings’ determination to
performance at a glance
bring Cardhu single malt to the world. Today, we produce over 100
individual scotch brands with the same care, skill and entrepreneurial
spirit as these giants of our industry. 25%
Our leading brand is Johnnie Walker, the world’s best-selling scotch. We Share of total NSV*

7%
also produce other high-quality blended brands such as J&B and Bell’s,
along with a range of single malts, including Lagavulin, Talisker, Mortlach
and The Singleton.
Johnnie Walker net sales growth*
In the fiscal year ending 30 June 2019, Diageo scotch net sales grew
by 6% in value and 2% by volume and we are well placed to build on
this success. Since 2012 we have invested around £1bn expanding and 6%
enhancing our Scotch distilleries and facilities. We are also investing Scotch net sales growth*
heavily in scotch tourism and have committed £150 million to upgrade
15 distillery visitor centres across Scotland and create a major new *Source: Diageo F19 Full Year results.
visitor experience in Edinburgh. All figures organic unless otherwise stated

Scotch exports

Diageo is Scotland’s The Scotch Whisky industry

largest exporter contributed £5.5bn to
of Scotch whisky the UK economy in 2018.*
and other spirits.

The Scotch Whisky industry In 2018, Scotch Whisky was

employs over 40,000 exported to around 180
people across the UK.* countries.*

DIAGEO SCOTCH FACT SHEET *SWA Scotch Whisky 2018 economic impact report
 The world’s best selling Some of our other Scotch brands
scotch whisky brand

First crafted in a humble grocer’s shop, Johnnie Walker Buchanan’s dates back to 1884, when entrepreneur
has taken blended Scotch whisky from the four corners James Buchanan created a blend with a light,
smooth and refined flavour.
of Scotland to the four corners of the world.

Best selling Scotch brand Organic volume growth

No. 1* 2%**
Unconventional and international, J&B is a mix
of over 40 whiskies carefully blended to produce
Established Expert blenders a smooth and complex flavour.

1820 12
Organic net sales growth

7%** Grand Old Parr is a blended Scotch whisky named

after the reputed oldest man in England. Launched
in 1909, it is known for its distinctive dimpled and
rounded bottle design.
*Spirits Business Scotch Whisky Brand
Champion 2018

** F19 Full Year results

Launched in 2006, The Singleton is actually

a trio of single malts – Glendullan, Dufftown
and Glen Ord.

The oldest single malt produced on the Isle

of Skye, Talisker is a powerhouse single malt;
as rugged and unforgettable as the landscape
that shaped it.

Intensely flavoured, smoky and rich, Lagavulin has

been made on the windswept Isle of Islay for more
than 200 years.

Haig Club is a single grain whisky and embodies

a new era for Scotch with a character and style
that sets it apart.

2
DIAGEO SCOTCH FACT SHEET
From Scotland
to the world

28 Malt Distilleries Speyside

1.5 Grain Distilleries

2 Packaging Sites 17
Technical Centre Europe

9 Maturation Warehouse sites

Coppersmith Island Highland

Cooperage

Maltings

A responsible operator
We are proud to feature in two of Carbon Disclosure
Project’s annual A Lists for 2019, recognising our role Lowland
as a global leader in response to climate change and
water stress. We were one of only 25 companies to
score an A for both rankings this year.

Scotch around the world Find out more about where we operate:
www.diageo.com/en/our-business/where-we-operate/

Great Britain Spain

Released in GB in October 2018, Our flagship Johnnie Walker
White Walker by Johnnie Walker retail store in Madrid is a new
sold one bottle a minute on participatory space for whisky
Amazon UK in the first 24 hours veterans and novices alike.
of it being available. Discover and purchase whiskies
from the Johnnie Walker range
while learning how to create great
drinks at home.

China South Africa

We have established whisky This year we painted South Africa
boutiques in China and across Johnnie Walker Black with a series
Asia Pacific, which are creating of pop-up bars at some of the
greater consumer interest in country’s trendiest night spots.
Scotch and driving growth. Our
influential business partners are
enabling improved access to
high net worth consumers.

Mexico Peru
We have an exciting range of new We launched a Johnnie Walker
projects in the deluxe and super Blue Label pop-up store during
deluxe segments in Latin America the country’s festive season.
and the Caribbean. In Mexico, for Consumers were treated to
example, we recently launched Johnnie Walker Blue Label
Buchanan’s Select, a 15-year-old
mentoring and could engrave
limited edition blend of single
their Johnnie Walker bottle with a
malts.
personal message.

DIAGEO SCOTCH FACT SHEET 3

 Scotch around the world
Scotch Whisky is a diverse and versatile spirit, enjoyed by millions around
the world. Its unique flavour is well suited to numerous different palates,
trends, serves and drinking occasions.

Latin America
Popular tipple: Johnnie Walker Drink like a local:
and coconut water Cool and refreshing,
How to serve it: Latin Americans scotch and coconut
traditionally prefer scotch served water is a popular mix
neat, though it also features in in northeast Brazil
popular cocktails like Whisky Sour
or Old Fashioned

Asia
Popular tipple: Johnnie Walker Drink like a local:
and cold green tea A habit among
How to serve it: Soda and water Chinese consumers
are popular mixers in Asia is to drink Scotch and
Scotch tourism other whiskies with
Green Tea
Scotch whisky contributes nearly £5 billion to the UK economy
every year as well as 40,000 jobs – many of which are in the
growing scotch tourism industry*. In the 12 months between
June 2017 and June 2018, more than 460,000 people visited
Africa
Diageo’s Scotch distilleries.
Popular tipple: Johnnie Walker and Drink like a local:
Blair Athol, Talisker, Oban, Dalwhinnie and Glenkinchie were the ginger ale Order your scotch on
top five most visited Diageo distilleries in fiscal year 2018. How to serve it: Scotch with ginger ale ice or with a sweet
reflects a regional preference for flavours soft drink
Germany, the USA and France are our top three tourist markets
that soften and sweeten
while the fastest-growing number of visitors come from China
and Russia. Visitor figures from those countries are up 154% and
146% respectively in the last eight years. Chinese and Russian
visitors also have a spend per head nearly a third higher than
Europe
visitors from Germany, the USA and France†.
Popular tipple: Johnnie Walker Drink like a local:
and soda highball serve Cardhu and cola

460,000 – a timeless classic

How to serve it: A range of tastes
and climates means anything goes
has become hugely
popular in southern
Europe
visitors to Diageo’s distilleries‡

Investing in the future

In April 2018, we announced a £150 million investment program North America

to transform our Scotch whisky visitor experiences in the biggest
Popular tipple: Old Fashioned made Drink like a local:
concerted programme ever seen in Scotland’s whisky tourism
with Johnnie Walker Black Label Scotch with banana
sector. As the centre-piece of the investment and the future
How to serve it: Although neat serves liquor is part of a
global brand flagship for Johnnie Walker, the visitor experience
are still common, the rise in popularity regional trend for
in central Edinburgh will bring to life the story of the brand and
of Scotch cocktails have led to the quirky mixes
its makers and create a unique welcome for millions of whisky
resurgence of traditional scotch based
fans around the world. This investment follows our recent
drinks like Rob Roy and Rusty Nail
announcement to invest £35 million to bring back the
‘lost distilleries’ of Brora and Port Ellen on Islay.

To find out more visit: * Figures from the Scotch Whisky Association
† Distillery visitor numbers based on the period between June 2017 and June 2018
www.diageo.com ‡ Fiscal year 2018 © 2019 Diageo plc. | Published May 2019

DIAGEO SCOTCH FACT SHEET 4