Johnnie Walker became the first Scotch whisky brand to sell more than 20 million nine-litre cases in one year.
The milestone was reported for 2016, when the brand’s global sales reached approximately 20.1 million nine-litre cases. A nine-litre case is an industry measurement equal to twelve standard 750-millilitre bottles, so it is a sales unit rather than a single physical case used everywhere.
Johnnie Walker is a blended Scotch whisky brand owned by Diageo. Its range includes labels such as Red Label, Black Label, Gold Label Reserve, and Blue Label. The brand’s global scale comes from blending whiskies from multiple Scottish distilleries and distributing the finished products internationally.
This sales record concerns brand volume, not the amount of whisky made by one distillery and not the value of the most expensive bottle. Glenfiddich is a major single malt brand, while Chivas Regal and Ballantine’s are also important Scotch blends, but Johnnie Walker’s 2016 figure set this particular volume milestone.