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Wywiad z Anną Jakóbczak, Commercial Planning & Activation Manager, Customer Marketing w firmie DIAGEO

Wywiady

Wywiad z Anną Jakóbczak, Commercial Planning & Activation Manager, Customer Marketing w firmie DIAGEO

Sobota, 14 marca 2020 Autor: Joanna Kowalska, HURT & DETAL Nr 03/169. Marzec 2020
Johnnie Walker, jedna z najbardziej rozpoznawalnych whisky na świecie, obchodzi w tym roku jubileusz – 200 lat istnienia. O wyjątkowej drodze jaką przeszła marka, a także obecnej pozycji na rynku i rozwoju linii opowiada Anna Jakóbczak, Commercial Planning & Activation Manager, Customer Marketing w firmie DIAGEO.
200 lat istnienia to dowód na siłę marki i zaufanie klientów. Jak swój jubileusz będzie świętować Johnnie Walker? Czy jako firma planujecie w wyjątkowy sposób uczcić tak długą obecność na rynku jednej z najbardziej znanych marek szkockiej whisky?

Rok 2020 to będzie ekscytujący czas dla Diageo i mamy nadzieję, że także dla miłośników Johnnie Walkera na całym świecie. Zaplanowaliśmy serię limitowanych edycji butelek, wraz z którymi będziemy celebrować milowe kroki w rozwoju marki od jej powstania, aż do dziś. Przez ten czas symbol Johnniego, kroczący człowiek, będzie dzierżył tabliczkę „200 lat”.

Oczywiście swojego rodzaju stolicą obchodów 200-lecia będzie Szkocja i cztery malownicze regiony, z których biją źródła blendu Johnnie Walker. Caol Ila (Islay) – wyspiarski zakątek Johnniego Walkera, Glenkinchie (Lowlands) – rezydencja na nizinach, Clynelish (Highlands) – dom w górach, Cardhu (Speyside) – przystań na północy: to kultowe destylarnie w czterech zakątkach Szkocji. Wszystkie od wiosny do końca roku zapewnią odwiedzającym wyjątkowe doświadczenia i zaproszą do wspólnego celebrowania święta marki Johnnie Walker. Na koniec roku w sercu Edynburga zaprosimy miłośników whisky i turystów do nowego miejsca, Johnnie Walker Princes Street, gdzie będą mogli udać się w zmysłową podróż przez krainę whisky.

A zaczęło się od...

…ambitnego młodzieńca, który 200 lat temu otworzył mały sklep kolonialny w miasteczku Kilmarnock w południowo-zachodniej Szkocji. W 1820 roku John Walker miał zaledwie 15 lat. Odziedziczył po swoim ojcu spadek, który umożliwił mu rozwinięcie działalności kupieckiej. Sprzedawał herbaty, przyprawy i whisky. Na samym początku pracował nad stworzeniem wyjątkowej mieszanki, ale wcale nie był to alkohol, bo John eksperymentował z łączeniem różnego rodzaju herbat. Kilka lat później wykorzystał te doświadczenia, by stworzyć unikatową mieszankę whisky o głębokim smaku i dymnym finiszu. Zawarł w niej single malty z czterech krain Szkocji: Speyside, Islay, Lowlands i Highlands. Przez całe życie rozwijał rzemiosło, które później rozsławiło nazwisko Walkerów na cały świat. Tak rozpoczęła się epicka historia marki Johnnie Walker.

W jaki sposób rozwijała się marka?

Następne milowe kroki w rozwoju marki Johnnie Walker stawiali następcy Johna, którzy tworzyli kolejne unikatowe blendy. Pierworodny Johna – Aleksander – odziedziczył talent, rzemiosło, a także wyjątkową przedsiębiorczość ojca. Stworzona przez niego w 1867 roku Old Highland Whisky, o niespotykanym smaku, stała się podstawą późniejszego imperium. Charakterystyczna kanciasta butelka o kwadratowej podstawie, z ukośnie przylepioną etykietą zapowiadała ambicje Aleksandra, by jego whisky z czterech zakątków Szkocji, udała się w cztery strony świata. Szybko przystąpił do realizacji tego planu.

Najmłodszy syn Aleksandra, Aleksander II dołączył do rodzinnego biznesu. Nie od razu odmiany Johnnie Walkera miały kolorowe etykiety na butelkach i nazwy nawiązujące do etykiet. Z myślą o sprzedaży za granicą, w 1906 roku Aleksander II stworzył autorską mieszankę, którą nazwał Special Old Highland Whisky. Krótko po tym, etykietę kolejnego blendu, Extra Special Old Highland Whisky umieścił na czarnym tle. W ciągu 3 lat klienci z całego świata składali zamówienia wprost na „Black Label” i tak już zostało.

W 1908 roku na prośbę Aleksandra II rysownik Tom Browne naszkicował pierwszą postać „Striding Mana”. Stworzony na cześć Johna Walkera „kroczący człowiek” do dziś jest symbolem nieustannej wędrówki marki. Sto lat po tym, gdy John założył rodzinną firmę, whisky Walkerów sprzedawano w ponad 120 krajach na całym świecie, co podsumowano stwierdzeniem: „Dopłynęliśmy wszędzie, dokąd statki są w stanie dopłynąć”.

Czym zawsze wyróżniał się Johnnie Walker?

Od czasów protoplastów marki do dziś, Johnnie Walker niezmiennie kojarzy się z doskonałością w mieszaniu whisky single malt, wyrazistymi smakami, ikonicznym designem i nieustanną wędrówką. Master Blender, Jim Beveridge podtrzymuje tradycje rodziny Walkerów, umiejętnie łącząc whisky z regionów Speyside, Islay, Lowlands i Highlands.

Wszystkie odmiany Johnnie Walker łączy idealny balans, moc i głęboki smak z dymnym finiszem, a jednocześnie każda zachowuje odrębny, odważny charakter, który spełnia oczekiwania różnych grup konsumentów. Butelka o kwadratowym korpusie, ukośnej etykiecie i indywidualnym kolorze jest natychmiast rozpoznawalna na całym świecie. Z kolei symbol kroczącego człowieka ucieleśnia kosmopolityczną naturę Johnniego Walkera, który z czterech zakątków Szkocji zawędrował w cztery strony świata.

Johnnie Walker to obecnie cała rodzina umiejętnie dobranych trunków. Jak aktualnie wygląda cała dostępna linia?

Johnnie Walker Red Label to pionierski blend, który jako „Old Highland Whisky” dał początek całej kolekcji odmian Johnnie Walkera. Pikantna od cynamonu i czarnego pieprzu mieszanka whisky single malt z czterech zakątków Szkocji, jest obecnie najlepiej sprzedającą się „szkocką” na całym świecie.

Johnnie Walker Black Label, niegdyś „Extra Special Old Highland Whisky”, jest prawdziwą ikoną wśród luksusowych whisky typu blended. Stworzona wyłącznie z whisky single malt leżakowanych przez co najmniej 12 lat, pochodzących z czterech zakątków Szkocji, ma imponujący, głęboki charakter. Wyróżnia ją zapach tropikalnych owoców z nutą słodkiej wanilii i kremowy smak z nutami toffi.

Johnnie Walker Gold Label Reserve to aksamitna mieszanka whisky z regionów Speyside i Highland, z nutami wanilii i owoców. Jej złocista etykieta powstała w hołdzie dla whisky Clynelish, wytwarzanej z wody przepływającej przez słynące z pokładów złota wzgórza Kildonan Hills.

Johnnie Walker Green Label wytwarzana jest z whisky z krain Speyside, Highland, Lowland i Island, dojrzewających przez co najmniej 15 lat. Tę perfekcyjnie zbalansowaną kompozycję wyróżnia aromat świeżo skoszonej trawy, owoców, wanilii i drzewa sandałowego.

Johnnie Walker Aged 18 Years uznawana za najlepszą mieszankę szkockich whisky dojrzewających przez co najmniej 18 lat. Stanowi wyśmienite połączenie klasycznych i nowoczesnych smaków, wzbogaconych nutami migdałów, wanilii i tropikalnych mandarynek.

Johnnie Walker Blue Label to wykwintne połączenie najbardziej elitarnych whisky ze Szkocji, inspirowane legendarną „Old Highland Whisky” autorstwa Aleksandra Walkera. Tylko jedna na 10 tysięcy beczek spełnia wyśrubowane kryteria, by stworzyć ten wybitny blend.

Marka to też wyjątkowe edycje limitowane zgodne z modą i trendami. Proszę opowiedzieć o ostatniej propozycji inspirowanej serialem „Gra o tron”.

W 2019 roku we współpracy z HBO przygotowaliśmy serię kolekcjonerskich edycji Johnnie Walker, skierowaną do fanów kultowego serialu „Gra o tron”. Pierwszą odsłoną kooperacji był specjalny blend „White Walker by Johnnie Walker”. To specjalna kompozycja o delikatnym smaku z dodatkiem karmelizowanego cukru, wanilii i czerwonych jagód – nietypowe połączenie dla rodziny Johnniego Walkera, która słynie z dymnego finiszu. Owijka butelki po schłodzeniu odsłania tajemniczą wiadomość dla fanów.

White Walker okazał się największą innowacją Diageo w ostatnich latach i wzbudził ekscytację wśród konsumentów. Dlatego zaprezentowaliśmy serię dwóch butelek: Johnnie Walker Fire & Ice, dzięki której pieśń lodu i ognia kolejny raz zagrała w uszach i na językach fanów serialu. Butelkę drapieżnego, aromatycznego blendu Johnnie Walker „A Song of Fire” zdobi smok w ognistych kolorach czerwieni i złota. Z kolei wilkor widnieje na mroźnej butelce rześkiej, owocowej whisky „A Song of Ice”, która najlepiej smakuje po schłodzeniu.

A co lubią fani marki? Jak piją swój ulubiony trunek – sauté czy w drinku?

Whisky, jak wino, doczekała się klasyfikacji i zasad degustowania, które stworzyły kulturę picia tego trunku. Wraz z nimi powstały mity: należy ją pić sauté w kameralnym gabinecie albo w gronie dystyngowanych dżentelmenów, a whisky z colą to grzech. Wychodząc poza rytuały tastingu, whisky Johnnie Walker największą radość sprawia, gdy smakujemy ją tak jak chcemy, za to koniecznie w dobrym towarzystwie.

Różne odmiany Johnniego można smakować sauté lub na kostce lodu. Jako aperitif lub po prostu podczas spotkań z przyjaciółmi polecamy łatwe w przygotowaniu koktajle Johnnie Highballs, na które składa się whisky, wybrany soft (jak woda sodowa), sprite, tonik czy napój imbirowy oraz garnish i duża ilość kostek lodu. Te koktajle kierujemy m.in. do osób, które dopiero zaczynają swoją przygodę z whisky. Na specjalne okazje proponujemy koktajl Oh My Gold! – z szampanem, wodą gazowaną i oczywiście z Johnnie Walker Gold Label.

Branża alkoholowa zawsze była wymagającym rynkiem. Jak kształtuje się pozycja whisky w Polsce? Jak wyglądają perspektywy kategorii?

Według prognoz IWSR z 2018 roku, w najbliższych latach globalny rynek whisky będzie rósł o 5,7% rocznie pod względem wolumenu. Jednocześnie na całym świecie postępuje premiumizacja we wszystkich kategoriach alkoholi. Whisky jest sercem naszego globalnego portfolio alkoholi, i tak też jest w Polsce. Rynek alkoholi nad Wisłą również staje się coraz bardziej premium, z większą dynamiką wartości sprzedaży we wszystkich kategoriach.

Polska tradycyjnie jest krajem zdominowanym przez kategorię wódek, ale to whisky ma właśnie swoje 5 minut. Prognozy wskazują, że nie jest to chwilowy trend. Whisky jest drugą największą kategorią wśród napojów spirytusowych nad Wisłą. Jej sprzedaż przekroczyła 2,5 mld zł, a roczny wzrost sięga 16%.

Szukając luksusowych alternatyw, konsumenci przechodzą z innych kategorii do whisky, dlatego różnice między wzrostem wartości sprzedaży i wolumenu są mniejsze niż w przypadku innych kategorii alkoholi. Polacy coraz głębiej poznają świat whisky – rozróżniają odmiany, smaki, uczestniczą w wydarzeniach poświęconych jej kulturze, doceniają historię, która kryje się za markami. Postrzeganie whisky wychodzi też poza tradycyjne skojarzenia z sędziwymi dżentelmenami sączącymi złocisty trunek w zaciszu gabinetu. Whisky staje się modnym alkoholem, który coraz częściej łączy się z softami w lekkich, orzeźwiających koktajlach typu Highball, z których słynie marka Johnnie Walker.

A jakie plany Johnnie Walker ma na najbliższą przyszłość? Czy możemy spodziewać się nowych propozycji w portfolio w najbliższym czasie?

Johnnie Walker to dziś najsłynniejsza marka szkockiej whisky, dostępna w ponad 180 krajach i uwielbiana przez miliony ludzi. Co sekundę konsumowanych jest więcej niż cztery butelki. Johnnie Walker nigdy nie ustaje w wędrówce, dlatego chcemy wytyczać nowe kierunki rozwoju tej kategorii. Więcej zdradzimy na koniec roku!

Dziękuję za rozmowę.
Joanna Kowalska




tagi: Johnnie Walker, Anna Jakóbczak, DIAGEO,


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