Johnnie Walker ranks 12th with 69.48 and Glenfiddich ranks 40th at 65.96 in WCRC’s UK 100. The two Drinks & Spirits entries share provisional scores of 70 on Consumer Trust & Sentiment and 64 on Product, Innovation & Delivery. Johnnie Walker leads 78 to 68 on Brand Positioning & Recall.
That ten-point recall difference contributes 2.80 points towards the 3.52-point overall spread at WCRC’s 28% weight. Differences on sustainability and governance and on digital and financial soundness account for the remaining 0.72 points. The wider result makes more sense once those separate measures are visible.
For a Scotch producer, the question is when shoppers remember the brand. Compare recall among people buying for a similar occasion and at a similar price. Someone choosing a gift might recognise a different set of names from someone restocking a familiar bottle. The UK scorecards report the brands’ positions. A matched study of shopping occasions could show where the recall advantage is strongest.
Johnnie Walker scorecard · Glenfiddich scorecard · UK 100 ranking · WCRC Power Score methodology