Kyle Lesch, head of whisky and reserve at Diageo, pondered how to successfully revitalize and transform the Johnnie Walker (JW) brand and regain market share in South Africa. Despite JW’s global recognition, the brand faced marketing challenges in South Africa due to its outdated strategy of targeting affluent older men. While the global subsidiary had shifted to focus on younger consumers since 2000, the South African subsidiary lagged behind, reluctant .....more

Teaching note for product W43130.