Buchanans SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1166

SWOT Analysis of Buchanans with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company





Food and Beverages

Tagline/ Slogan

It tastes expensive…and is.


Male positioned prestige brand



Individuals with moderate to high disposable income looking for a premium drink

Target Group

Urban upper middle class


A drink with a rich experience, aroma and taste

SWOT Analysis


1. Buchanan's Whisky is an excellent example of quality with a house style

2. The brand now stands for prestige and tradition that suits the taste and values internationally

3.Using of good grade and high quality raw materials

4. Strong backing of parent company Diageo


1. Limited brand awareness and recall compared to global leaders

2. Popular mostly among Latin population and limited global penetration


1. Opportunity to increase brand awareness through global sponsorships

2. Better distribution and availability

3. Acquisition of smaller brands to strengthen its position


1. Emergence of new brands being launched into the market

2. Multiple disruptions in major markets ranging from excise duty increases and elections to beer policy changes

3. Govt policies and norms against drinking



1. Johnnie Walker
2. Ballantines
3. Grants

The table above concludes the Buchanans SWOT analysis along with its marketing and brand parameters.


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