When it comes to the world of whisky, enthusiasts and connoisseurs alike often wonder about the decisions made by distilleries and brands regarding the availability of certain expressions. One such question that frequently arises is: Why was Green Label discontinued? This article aims to shed some light on the subject and explore the factors that led to the discontinuation of this beloved whisky.
The Revamp of the Johnnie Walker Range
In 2012, the renowned spirits company Diageo, the owner of the Johnnie Walker brand, made a significant decision to revamp their range of whiskies. As part of this strategic initiative, Green Label was discontinued globally, with the exception of Taiwan, where the demand for blended malts remained remarkably strong. This move was driven by a desire to introduce new expressions and create a more diverse portfolio for consumers to explore.
Introducing Gold Label Reserve and Platinum Label
To cater to the evolving tastes of whisky enthusiasts, Diageo decided to discontinue Green Label in favor of introducing new expressions within the Johnnie Walker range. This decision gave rise to the introduction of Gold Label Reserve and Platinum Label, which aimed to offer consumers unique and premium experiences.
Adapting to Changing Consumer Preferences
Another crucial factor behind the discontinuation of Green Label was the need to adapt to changing consumer preferences. Over time, the whisky industry has witnessed a shift in what customers desire from their drams. Diageo recognized this shift and wanted to ensure that their range reflected the evolving tastes of their consumers.
A Focus on Single Malt Offerings
It’s important to note that around the time Green Label was discontinued, there was a growing interest in single malt whiskies among consumers. Single malts were becoming increasingly popular, with enthusiasts seeking out the unique characteristics and regional influences that these expressions offer. Diageo recognized this trend and wanted to allocate more resources to their single malt offerings.
Updating Packaging and Branding
As part of the overall revamp, Diageo also took the opportunity to update the packaging and branding of the Johnnie Walker range. This update aimed to bring a fresh and modern feel to the brand, appealing to a wider audience and aligning with the changing market landscape.
Streamlining the Range
By discontinuing Green Label, Diageo was able to streamline their range of whiskies. This decision allowed them to focus on a more selected offering, ensuring that each expression met the high standards and expectations set by the brand. Streamlining the range also made it easier for consumers to navigate and choose the Johnnie Walker expression that best suited their preferences.
Evaluating Market Performance
Market performance is an essential aspect of any brand’s decision-making process. It is reasonable to assume that Diageo carefully evaluated the sales and market performance of Green Label before discontinuing it. If the expression was not meeting the desired targets or lacked consumer interest, it would have made sense for Diageo to make room for new and potentially more successful expressions.
Meeting Production Demands
The decision to discontinue Green Label may also have been influenced by production demands. As whisky consumption continues to rise globally, distilleries are faced with the challenge of meeting the increasing demand. Allocating resources based on production capabilities and priorities is crucial, and discontinuing certain expressions can help in this regard.
Creating Opportunities for Limited Editions
Discontinuing a well-known expression like Green Label can create opportunities for limited editions and special releases. These limited offerings can generate excitement among whisky enthusiasts and collectors, providing something unique and sought-after to look forward to. By discontinuing Green Label, Diageo may have opened the door to future limited releases within the Johnnie Walker range.
Revisiting the Decision
It’s worth mentioning that decisions regarding the discontinuation of whiskies are not set in stone. Brands and distilleries occasionally revisit their choices based on various factors such as consumer demand, market trends, and overall business strategies. While Green Label has been discontinued for now, it is always possible that Diageo may reassess and reintroduce it in the future.
Conclusion
In conclusion, the discontinuation of Green Label was primarily driven by a strategic revamp of the Johnnie Walker range, which aimed to introduce new expressions, adapt to changing consumer preferences, and streamline the brand’s offerings. By making room for Gold Label Reserve and Platinum Label, Diageo sought to offer whisky enthusiasts unique experiences while aligning with market trends. While it may be disheartening for fans of Green Label, it is essential to acknowledge the dynamic nature of the whisky industry and the need for brands to evolve and adapt to meet the demands and preferences of their consumers.
