The British spirits giant arrives with two offerings designed for the general public: Johnnie Walker Red Soul, a new expression of Red Label, and the return of Black & White, a historic blend that hasn't been seen on French shelves for some time. Two whiskies, two stories, the same ambition: to conquer the entry-level segment, which remains, by far, the largest part of the global market.
Red Soul: Red Label in a Velvet Version
We all know Red Label. The square bottle, the bold taste, the smoky notes that stand out. Some like it, others are put off. Diageo has clearly decided to tackle this second category with Johnnie Walker Red Soul, a global innovation launched in March 2026, and already available at Carrefour and Metro.
The idea is simple: same DNA, different expression. Red Soul comes from the same cask reserves as Red Label, but master blender Emma Walker has deliberately omitted the smoky notes to push towards something smoother, rounder, more vanilla-like. On the nose, it offers melting caramel, generous vanilla, and delicate oak. On the palate, the finish is smooth, creamy, almost comforting. Far from a roaring Scotch, it's a whisky that invites you in.
The signature serve offered by the brand: Red Soul + lemonade + a pinch of sea salt + a strawberry garnish. Simple, summery, accessible. Exactly the positioning they wanted. In terms of price, we're staying in the general public's playground with a recommended retail price of €16.40.
Black & White: The Terriers' Return
The other launch has a touch of nostalgia. Black & White is a brand that has existed since 1884, founded by James Buchanan under the name Buchanan's Blend, renamed Black & White in 1902. Its visual identity? Two emblematic dogs, the white West Highland Terrier and the black Scottish Terrier, chosen by a founder who was an animal welfare advocate. A distinctive mark that has never truly disappeared from the collective memory of Scotch lovers.
On the liquid side, Black & White is a blend of 35 single malts and grain whiskies, with notable contributions from three Highland and Speyside distilleries: Dalwhinnie, Clynelish, and Glendullan. The profile is light, smooth, balanced, pale golden color, nose of malted cereals, honey, vanilla, and a floral touch. On the palate, some dried fruits and a slight spice liven things up without ever being overpowering. The finish is smooth, with discreet woodiness and a barely perceptible hint of smoke. A mass-market blend that does its job with elegance.
Recommended price: €12.99 for 70cl and €17.99 for 1 liter. Available in major supermarkets and at Metro.
What This Says About the Market
This dual launch is revealing a fundamental trend: the accessible blends segment is being revitalized. Major houses are no longer leaving this territory to generic brands or budget options without identity. Diageo is clearly playing the premiumization card from the bottom up, offering perceived quality, history, and storytelling at prices that are not intimidating. Red Soul targets newcomers and consumers looking for a relaxed aperitif. Black & White is aimed at those seeking a quality blend without breaking the bank.
Two coherent bets. To be continued in the next episode.
