Johnnie Walker Announces Keep Walking America Campaign, Celebrating Cultural Progress And Diversity In America

This Land Is Your Land, This Land Was Made For You And Me”

This Land Is Your Land,” the iconic song and rallying cry for American unification penned by Woodie Guthrie, is at the heart of Johnnie Walker’s new Keep Walking America campaign. After what was undeniably the most racially divisive presidential election in recent history, it’s safe to say that we all need to remember and get back to celebrating what America should stand for, not what this election represented to the eyes of the world—and our fellow Americans.

johnnie-walker-celebrates-cultural-progress-and-diversity-in-america-with-new-campaign-keep-walking-america-photo-merie-weismiller-wallace

Johnnie Walker celebrates cultural progress and diversity in America with new campaign Keep Walking America (Photo: Merie Weismiller Wallace).

For more than 200 years, Johnnie Walker has inspired the world with stories of personal progress and Keep Walking America is another powerful collection of stories reflecting the countless achievements, unwavering optimism and tireless progression of the great people who call America home.

The new 360 marketing campaign, which premiered nationally on November 7th with a 60-second TV spot created by Anomaly and directed by Chris Sargent of Anonymous Content, celebrates the cultural progress and diversity that represents the fabric of America today. The lyrics of “This Land Is Your Land,” read in both English and Spanish, serve as the campaign’s anthem. The meaning behind the lyrics powerfully communicate the core message that America has always been and should always remain an inclusive nation, built on values that celebrate and reward people from all colors and creeds. The film was shot over two weeks and features real storylines of progress from Los Angeles, Santa Fe, Montana, New Orleans, Baltimore, New York and Washington DC.

johnnie-walker-celebrates-cultural-progress-and-diversity-in-america-with-new-campaign-keep-walking-america-photo-merie-weismiller-wallace

Johnnie Walker celebrates cultural progress and diversity in America with new campaign Keep Walking America (Photo: Merie Weismiller Wallace).

The message of Keep Walking America is supported by a variety of initiatives on a national and global level, each calling for a united, more open-minded society that can be a catalyst for progress and positive change. The brand recently traveled to Brownsville, Texas, a U.S.-Mexico border town, with celebrated actor, director and activist Wilmer Valderrama, to spotlight the rich community of cross-cultural Americans living in proximity to the border and to hear their personal stories of progress. This initiative mirrors recent global work from Colombia, which shared a message of unification during the ongoing peace treaty negotiations, and the brand’s Ode to Lesvos storyline, a deeply moving film series that sheds light on a community in Greece that has shown heroism and humanity during the Syrian refugee crisis.

the-scottish-affair-cocktail-crafted-using-johnnie-walker-black-label-developed-by-gabe-orta-national-ambassador-of-new-mixology-focused-program-flavors-of-america-photo-shannon-sturg

The ‘Scottish Affair’ cocktail crafted using Johnnie Walker Black Label developed by Gabe Orta, National Ambassador of new mixology-focused program Flavors of America (Photo: Shannon Sturg

Stephanie Jacoby, Vice President of Johnnie Walker North America stated, “We are extremely honored to continue taking a pioneering role in culture by championing and celebrating progress. Keep Walking America brings to life stories of cultural progress and diversity, and we hope this campaign inspires people to come together for a better future. Continue reading

World Class Whisky Education Now Available From Home or On The Go

JOHNNIE WALKER BRINGS YOU INTO THE WORLD OF WHISKY WITH THE TOUCH OF YOUR TABLET, MOBILE DEVICE OR AMAZON ECHO DEVICES

A New Way to Nose: Johnnie Walker and critically-acclaimed mixologist Jeff Bell collaborate for a unique video series showcasing fun tidbits, tricks, and whisky facts

You’re so close to that first sip, I can taste it….and I don’t have a mouth.” This doesn’t sound like your average whisky tasting? That’s right, it’s not. Johnnie Walker Blended Scotch Whisky announces the launch of a new digital mentorship program, leading a new era of whisky education that can be enjoyed from the comforts of home for those of legal drinking age.

johnnie-walker-announces-digital-mentorship-program-world-class-whisky-education-now-available-from-home-or-on-the-go

Johnnie Walker announces Digital Mentorship program – World Class Whisky Education Now Available From Home or On The Go

As the number one blended Scotch whisky in the world, Johnnie Walker continues to innovate in new and exciting ways. The launch of this cutting-edge digital mentorship program brings to life product credentials and over two centuries of heritage and blending expertise through a variety of unique experiences, developed in collaboration with Vayner Media, across Amazon Alexa, Facebook Messenger and a series of digital videos featuring award-winning mixologist Jeff Bell.

johnnie-walker-collaborates-with-amazon-to-develop-an-innovative-alexa-skill-bringing-to-life-over-two-centuries-of-heritage-and-blending-expertise

Johnnie Walker collaborates with Amazon to develop an innovative Alexa skill bringing to life over two centuries of heritage and blending expertise

Through a progressive collaboration with Amazon, Johnnie Walker developed an innovative Alexa skill that allows consumers to experience the full Johnnie Walker portfolio and learn about the brand’s rich history. The Johnnie Walker Skill, now available for download via the Amazon Alexa app, is easily launched via Alexa voice activation on Amazon Echo, Echo Dot, Amazon Tap, Amazon Fire TV and more by saying, ‘Alexa, open Johnnie Walker’.”

johnnie-walker-launches-a-bot-for-messenger-bringing-whisky-tasting-and-education-to-your-fingertips

Johnnie Walker launches a bot for Messenger bringing whisky tasting and education to your fingertips

Alexa then cleverly guides participants through personalized tastings, recommends blends across the portfolio to appeal to a variety of palates, shares anecdotes from the Johnnie Walker history, provides practical whisky tips and recommends unique cocktail recipes, which can be downloaded electronically in the Amazon app to re-create at home. Thanks to Johnnie Walker, you can now sip and savor your whisky, while being entertained by the wit and playfulness of Alexa along the journey.

We’re delighted to be collaborating with an iconic brand like Johnnie Walker,” said Rob Pulciani, Director, Amazon Alexa. “The Johnnie Walker skill dives deep into the world of whisky in a fun and engaging way through recommendations of blends, practical whisky tips and more–all just by using your voice. Now our customers can entertain at home in a unique way with the hands-free convenience of Alexa.

Don’t have any whisky? Not a problem – the Johnnie Walker Skill, with the help of e-commerce website Drizly, directs users to a retailer near their specific zip code.

To build upon the digital mentorship program, Johnnie Walker has also launched a one-of-a-kind bot for Messenger bringing whisky tasting and education right to your fingertips.

Using a mobile device, consumers can now visit JohnnieWalkerUS to chat live with the Johnnie Walker bot for Messenger, accessing unparalleled whisky knowledge. Whether you’re at the bar, at home, or on-the-go, you can consult the Johnnie Walker bot for Messenger to receive a guided tasting experience, whisky and brand knowledge, cocktail recipes, blend recommendations and where to buy.

within-a-few-clicks-on-your-smart-phone-johnnie-walker-bot-for-facebook-messengar-is-available-for-all-of-your-whisky-needs

Within a few clicks on your smart phone, Johnnie Walker bot for Facebook Messenger is available for all of your whisky needs

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Holiday Entertaining 2015: Johnnie Walker® Scotch Whiskey Introduces Johnnie Walker(TM) Select Casks Series with the Rye Cask Finish

For nearly 200 years, the driving force behind the world’s leading Scotch whiskey brand, Johnnie Walker, has been its pioneering and innovative spirit. Johnnie Walker is the world’s number-one selling Scotch whiskey brand, representing the many people who enjoy it in more than 180 countries worldwide. John Walker pioneered blending when he founded the business in 1820 and never looked back, growing it from a grocer’s own Scotch whiskey into a stylish, global icon. It’s that same forward-looking perspective that drives the brand, and its consumers, today. The U.S. range of award-winning whiskies includes Johnnie Walker® Red Label®, Johnnie Walker® Black Label®, Johnnie Walker Double Black®, Johnnie Walker® Gold Label Reserve®, Johnnie Walker Platinum Label® and Johnnie Walker® Blue Label®.

Johnnie Walker Keep Walking (PRNewsFoto/Diageo)

Johnnie Walker Keep Walking (PRNewsFoto/Diageo)

Today, the Johnnie Walker brand continually strives to create new blends of the highest quality. It is in this tradition that Johnnie Walker will introduce its newest Scotch whiskey: Johnnie Walker Select Casks – Rye Cask Finish, a 10-year-old, 46%-ABV (92 U.S. proof), chill-filtered blended Scotch whiskey. This will be the first in a series of limited edition wood-finished Scotch blends that will be released over the coming years. Each will feature a different wood finish crafted for today’s whiskey enthusiast.

Johnnie Walker Select Casks - Rye Cask Finish (PRNewsFoto/Diageo)

Johnnie Walker Select Casks – Rye Cask Finish (PRNewsFoto/Diageo)

Johnnie Walker Select Casks—Rye Cask Finish is a Scotch whiskey blend that showcases the best of Scottish blender’s Master Blender Jim Beveridge used whiskies matured for at least ten years in first-fill American Oak casks. He finished the Scotch in ex-rye whiskey casks, creating a complex new whiskey with rich layers of flavor starting with creamy vanilla notes and transitioning to a more spicy finish.

From the early days when John Walker first blended whiskies in 1820 to the unique blends created today, Johnnie Walker has always thrived on experimentation. I believe that whiskey is ever evolving and experimental in nature and I am pleased to present the first rye cask finished blended Scotch whiskey,” said Beveridge. “Johnnie Walker Select Casks is a unique style of Scotch that blends the flavor characteristics of bourbon and rye with some of the classic signature notes and smoothness of Johnnie Walker. Continue reading

Johnnie Walker® Launches Biggest Campaign in Brand’s History

Johnnie Walker Logo (PRNewsFoto/Johnnie Walker)

Johnnie Walker Logo (PRNewsFoto/Johnnie Walker)

Today Johnnie Walker, the number one Scotch whisky in the world[1], launches its largest ever global marketing campaign. The campaign will activate simultaneously in more than 50 countries and will reach nearly 270 million consumers around the world within the first weeks of launch.

Joy Will Take You Further‘ is an evolution of the brand’s famous ‘Keep Walking‘ campaign and represents a new perspective on personal progress, which has defined the brand’s philosophy for more than 15 years and helped Johnnie Walker become the most valuable spirits brand in the world[2]. Based on new insights into how success is viewed by consumers today, it brings to life the concept that joy can be a catalyst to the progress they seek, and aims to generate a positive culture shift by promoting and encouraging the idea that finding joy in the journey is part of the recipe for success.

Formula One World Champion and McLaren Honda driver Jenson Button features in a new campaign by Johnnie Walker(R) entitled 'Joy Will Take You Further'.The campaign includes stars from the worlds of sport and entertainment such as Oscar-nominated actor Jude Law, Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver alongside a cast of extraordinary achievers who share the brand's view of how happiness in life is a fuel for success. (PRNewsFoto/Johnnie Walker)

Formula One World Champion and McLaren Honda driver Jenson Button features in a new campaign by Johnnie Walker(R) entitled ‘Joy Will Take You Further‘.The campaign includes stars from the worlds of sport and entertainment such as Oscar-nominated actor Jude Law, Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver alongside a cast of extraordinary achievers who share the brand’s view of how happiness in life is a fuel for success. (PRNewsFoto/Johnnie Walker)

The campaign features stars from the worlds of sport and entertainment such as Formula One World Champion and McLaren Honda driver Jenson Button, Oscar-nominated actor Jude LawChinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver alongside a cast of extraordinary achievers who share the brand’s view of how happiness in life is a fuel for success.

Johnnie Walker Joy Will Take You Further  - Eva Hakansson

Johnnie Walker Joy Will Take You Further – Eva Hakansson

Johnnie Walker Joy Will Take You Further  - Jim Beveridge

Johnnie Walker Joy Will Take You Further – Johnnie Walker(R) Master Blender Jim Beveridge

Johnnie Walker Joy Will Take You Further  - Montserrat Oliver

Johnnie Walker Joy Will Take You Further – Montserrat Oliver

Johnnie Walker "Joy Will Take You Further"  - OK GO

Johnnie Walker “Joy Will Take You Further” – OK GO

Johnnie Walker "Joy Will Take You Further"  - Jude Law

Johnnie Walker “Joy Will Take You Further” – Jude Law

The new ‘Joy Will Take You Further‘ commercial from Johnnie Walker can be viewed here: 

Johnnie Walker Product line up

Johnnie Walker Product line up

Developed in partnership with the brand’s global creative agency, Anomaly, ‘Joy Will Take You Further‘ brings to life the art of blending and the blenders who create the world’s most iconic Scotch whisky through a significant investment in mentoring and customer experiences, in addition to a new television commercial, print and digital advertising, point of sale materials and engaging digital content.

Syl Saller, Chief Marketing Officer, Diageo, owners of Johnnie Walker, said: “The launch of ‘Keep Walking’ marked a fundamental shift in the way scotch was marketed and kick started a decade of transformational growth for both Johnnie Walker and the category as a whole.”

Johnnie Walker(R) Master Blender Jim Beveridge features in a new campaign by the Scotch whisky brand entitled 'Joy Will Take You Further'.The campaign includes stars from the worlds of sport and entertainment such as Formula One World Champion and McLaren Honda driver Jenson Button, Oscar-nominated actor Jude Law, Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver alongside a cast of extraordinary achievers who share the brand's view of how happiness in life is a fuel for success. (PRNewsFoto/Johnnie Walker)

Johnnie Walker(R) Master Blender Jim Beveridge features in a new campaign by the Scotch whisky brand entitled ‘Joy Will Take You Further’.The campaign includes stars from the worlds of sport and entertainment such as Formula One World Champion and McLaren Honda driver Jenson Button, Oscar-nominated actor Jude Law, Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver alongside a cast of extraordinary achievers who share the brand’s view of how happiness in life is a fuel for success. (PRNewsFoto/Johnnie Walker)

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The Makers of Johnnie Walker Scotch Introduce Johnnie Walker® Gold Label Reserve® to the United States

Gilded Bottle Pays Homage to Limited Offering

Johnnie Walker Gold Label Reserve arrives to the U.S. this fall in a striking and festive, reflective gold bottle. Previously only available in select global markets, the limited offering introduces a new step in the Johnnie Walker flavor journey and its special bottling provides an unexpected yet stunning profile for a Scotch whisky.

Johnnie Walker Gold Label Reserve represents the gold standard in blending. The luxurious, multi-layered whisky offers a

The Makers of Johnnie Walker Scotch Introduce Johnnie Walker(R) Gold Label Reserve(R) to the United States.  (PRNewsFoto/Johnnie Walker

The Makers of Johnnie Walker Scotch Introduce Johnnie Walker(R) Gold Label Reserve(R) to the United States. (PRNewsFoto/Johnnie Walker

smooth balance of sweet fruits and creaminess with a light smoke.  The flavors of Gold Label Reserve pop over ice and brighten when served as a tall drink with handcrafted soda water infused with fruits such as grapefruit or lemon.

Gold Label Reserve features some of my favorite whiskies, including casks of Clynelish single malt Scotch whisky, whose water source flows from the Kildonan Hills – where gold was discovered in 1868,” said Master Blender Jim Beveridge. “It’s an exciting blend that offers a distinct new flavor for current Johnnie Walker fans and an appealing taste for people newer to Scotch whisky.”

From its flavor profile and suggested serve to its unique bottle design, the Master Blender crafted this smooth and luxurious blend for responsible enjoyment during celebratory moments and spirited nightlife occasions.

The Johnnie Walker journey continues as we introduce this striking offering to the U.S. for a limited time,” said Brian Radics, Director of Scotch Whisky, Diageo. “Gold Label Reserve provides consumers with a unique flavor for high energy celebrations that may not have been traditionally looked at as a Scotch whisky occasions.”

Johnnie Walker is the world’s number-one selling Scotch Whisky brand, representing the concept of personal progress for the many people who enjoy it in more than 200 countries worldwide, just as it did to John Walker, who founded the business in 1820. A combination of consumer insight, determination and commercial astuteness enabled three pioneering generations of Walkers to grow a small grocery store into an international Scotch whisky business selling stylish, globally recognized brands that today define the Scotch whisky category. The suggested retail price of the limited time offering of Gold Label Reserve in its special bottle is $87 (750ml).

Johnnie Walker reminds you to please drink responsibly.

A Whisky Fit for Kings, JOHNNIE WALKER Releases JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE ROYAL ROUTE

FINAL RELEASE COMPLETES THE TRADE ROUTES SERIES, AVAILABLE EXCLUSIVELY TO TRAVELLERS

Today JOHNNIE WALKER, the world’s leading Scotch Whisky brand, unveiled the (final and) jewel in the crown of its new and exclusive range, the JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE ROYAL ROUTE.

Johnnie Walker Explorers' Club Collection - The Royal Route

Johnnie Walker Explorers’ Club Collection – The Royal Route

Exclusively available to adventure seekers who adopt the exploratory ethos of the John Walker & Sons agents, this luxury blend completes the first Series of the collection – the Trade Routes Series. From the four corners of Scotland to the four corners of the world, JOHNNIE WALKER has always pushed boundaries to discover new horizons. From 1820, the Walker family and their agents travelled the world, navigating their way down the famous trade routes: the spice road of Europe and Asia; the royal route from Europe to Persia; and the gold route of the Americas and the Caribbean, in pursuit of adventures bringing both new business and rich experiences. Their efforts ensured that, by the 1920s, JOHNNIE WALKER had arrived in 120 countries and was being enjoyed on the great railways, luxury ocean liners and early transatlantic flights. Meanwhile, the striking image of the JOHNNIE WALKER Striding Man was becoming an icon all over the world.

Johnnie Walker Explorers' Club Collection - The Royal Route bottle

Johnnie Walker Explorers’ Club Collection – The Royal Route bottle

Back in London, close to the shipping houses and docks from which the JOHNNIE WALKER agents travelled the world, Alexander Walker established the Travellers’ Room where his agents would convene to rest, talk strategy and exchange stories and samples from their travels. These colorful tales of exploration influenced the JOHNNIE WALKER Master Blenders, who began to create different styles of whisky to reflect these exotic stories. Today, this tradition continues as JOHNNIE WALKER produces the JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION, a range of whiskies made exclusively for travelers. The three variants in the collection collectively known as the Trade Routes Series are inspired by the richness that could be found along the great trade routes. The three blends in the Trade Routes Series are inspired by the richness of cultures, sights and experiences that they found along these great trade paths and which inspired our master blenders for generations.

JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE ROYAL ROUTE is the culmination of the Trade Route Series, which began with the first release, JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE SPICE ROAD(TM), in December 2012, launched to critical acclaim. It is an evocative expression of the vibrancy, aromas and spices that the JOHNNIE WALKER agents would have discovered in the thriving markets around Asia. The second release, JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE GOLD ROUTE(TM), was launched in March and brings to life Master Blender’s expression of the exotic fruit flavors and rich golden colors of Latin America. Continue reading

Johnnie Walker Introduces Johnnie Walker Platinum Label® to Its U.S. Portfolio

Bringing a Tradition of Private Blends Stateside in the United States

Johnnie Walker announces its next step in the art of blending with the release of Johnnie Walker Platinum Label® blended Scotch whisky. Johnnie Walker is the world’s number-one selling Scotch Whisky brand, representing the concept of personal progress for the many people who enjoy it in more than 200 countries worldwide, just as it did to John Walker, who founded the business in 1820. Inspired by a Walker family custom to craft exclusive Scotch whisky blends for privatejwplatinum gatherings that were never sold, Platinum Label is the most perfectly crafted 18-year-old blended Scotch whisky John Walker & Sons has ever made and is now be available in the United States. Master Blender Jim Beveridge drew the whiskies in this blend from a limited number of casks, carefully selected from only twenty to twenty-five distilleries due to their exceptional character.

Like the rare and precious metal for which it’s named, Johnnie Walker Platinum Label is rich and refined – delivering the depth and complexity expected from a full flavored Johnnie Walker blend. Crafted from single malt and grain whiskies, each matured for a minimum of eighteen years, Johnnie Walker Platinum Label is a complex, delicate, smoky blend harboring deep layers of flavor that perfectly balance the diverse character of the distilleries from which it came and the wooden casks in which it has rested.

Since the days of John Walker, private blends have played an important role in the House of Walker. It’s the smaller, exclusive settings and experiences that often produce the best memories,” said Master Blender Jim Beveridge. “We blended Johnnie Walker Platinum Label as a whisky to be enjoyed responsibly during those treasured moments.”

The recommended serve for Johnnie Walker Platinum Label, of course, is neat or with a few drops of distilled water. The water unlocks the richness of the preciously crafted 18-year old whisky and releases a range of aromas from tart tangerines to woody almonds and creates a deeply satisfying tangy and fruitful flavor profile.  But it also serves as an excellent starting point for all your favorite whiskey-based mixed drinks.

Johnnie Walker Platinum Label is the brand’s biggest product launch since the introduction of Blue Label,” said Brian Radics, Director of Scotch Whisky, Diageo. “It has been received extremely well globally. The quality of the liquid and the flavor of the whisky will continue to bolster our position as the world’s leading Scotch whisky brand.”

Johnnie Walker Platinum Label is available nationwide with a suggested retail price of $110. For more information, please visit http://www.johnniewalker.com/en-us/platinum/.

Johnnie Walker reminds you to please drink responsibly.