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.

JOHNNIE WALKER® Pledges a Million Kilometres of Safe Rides Home Around the World to Reinforce Responsible Drinking Message

Johnnie Walker. Celebrating Life, Every Day, Everywhere. Responsibly.

JOHNNIE WALKER – in partnership with Vodafone McLaren Mercedes driver Sergio Perez and two-time world drivers’ champion Mika Hakkinen – today launched a global free ride home programme as part of its Join the Pact Responsible Drinking Campaign. JOHNNIE WALKER has always placed responsible drinking at the heart of its eight-year partnership with Vodafone McLaren Mercedes. As a result of the partnership more than one million consumers around the world have already signed a pledge never to drink and drive. The new safe rides home programme seeks to attract an additional one million personal commitments.

In 2005 JOHNNIE WALKER entered a partnering agreement with the Vodafone McLaren Mercedes Formula 1 team.

Johnnie Walker Join the Pact ambassadors - from left - Olli Pettigrew, Rosalyn Lee, Sergio Perez, Mika Hakkinen, Thanh Hang and Mario Lawalata

Johnnie Walker Join the Pact ambassadors – from left – Olli Pettigrew, Rosalyn Lee, Sergio Perez, Mika Hakkinen, Thanh Hang and Mario Lawalata

Today JOHNNIE WALKER is recognized as an icon of personal progress, and as an international, high-status, sophisticated and iconic brand. Vodafone McLaren Mercedes closely match these characteristics and provide a unique and exciting platform for engaging with today’s consumer.

Diageo, parent company of JOHNNIE WALKER, is committed to promoting responsible drinking, and responsible drinking is at the heart of our sponsorship of Vodafone McLaren Mercedes. The issues of responsibility and choice are critical to the debates on alcohol. Through its pioneering sponsorship, and with Mika Hakkinen as the Global Responsible Drinking Ambassador, JOHNNIE WALKER tackles these issues directly. The JOHNNIE WALKER relationship with Vodafone McLaren Mercedes and Mika Hakkinen demonstrates that alcoholic beverage companies can effectively promote responsible drinking and change consumer attitudes to over-consumption and drinking and driving.

In advance of the 2013 FORMULA 1 SINGTEL SINGAPORE GRAND PRIX, the JOHNNIE WALKER brand announced its ambition to gather a further one million pledges to never drink and drive by inviting consumers around the world to use the hashtag #ImNOTdriving on social media. To honour the one million commitments, JOHNNIE WALKER will give away globally one million kilometers of safe rides home – equivalent to travelling around the world’s equator 25 times. The programme begins in Singapore this week. Continue reading

Johnnie Walker Unveils Second Blend From Johnnie Walker Explorers’ Club – The Gold Route, Inspired By The Richness Of Latin America

JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE GOLD ROUTE LAUNCHES, BLENDED EXCLUSIVELY FOR TRAVELLERS AND INSPIRED BY RICH ADVENTURES TRAVERSING THE GOLD ROUTE THROUGH LATIN AMERICA.

Today JOHNNIE WALKER, the world’s leading SCOTCH WHISKY producer, unveiled the latest electrifying blend from its TRADE ROUTES SERIES: JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE GOLD ROUTE.

Launching from the four corners of Scotland to the four corners of the world, JOHNNIE WALKER has always pushed beyond known 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.

The Travellers' Room (PRNewsWireFoto/Johnny Walker)

The Travellers’ Room (PRNewsWireFoto/Johnnie Walker)

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FAMED AMERICAN WHISKEY BRAND, BULLEIT® DISTILLERY COMPANY, RELEASES SOON-TO-BE COVETED BULLEIT® 10

TOM BULLEIT’S FIRST-EVER SELECTED RESERVE AGED 10 YEARS TO DELIVER ELEVATED BOURBON

DIAGEO. CELEBRATING LIFE, EVERY DAY, EVERYWHERE.

As the renaissance of American whiskey endures, the category continues to expand and diversify. Perhaps no other bourbon has captured the palates of whiskey enthusiasts and the imagination of mixologists quite like BULLEIT® BOURBON. With an undeterred passion for excellent whiskey, TOM BULLEIT, founder of one of America’s fastest growing small batch whiskies, officially announced today the availability of his selected reserve – BULLEIT® 10 YEARS OLD.

With an undeterred passion for excellent whiskey, Tom Bulleit, founder of one of America's fastest growing small batch whiskies, officially announced today the availability of his selected reserve - Bulleit(R) 10 Years Old. Bulleit(R) 10 is available nationwide for a suggested retail price of $44.99 for a 750 ml bottle.  (PRNewsFoto/Diageo)

With an undeterred passion for excellent whiskey, Tom Bulleit, founder of one of America’s fastest growing small batch whiskies, officially announced today the availability of his selected reserve – Bulleit(R) 10 Years Old. Bulleit(R) 10 is available nationwide for a suggested retail price of $44.99 for a 750 ml bottle. (PRNewsFoto/Diageo)

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