Leading global Scotch Whisky brand, Johnnie Walker® Black Label, demystifies the ‘World of Walker’ for whisky aficionados through a moveable, self-contained, experience currently touring South Africa. A first-of-its-kind, the Johnnie Walker® Experience encourages guests to linger, explore and discover the rich history and heritage of Johnnie Walker® Black Label while savoring and learning about the delectable liquid.
The pop-up is a 2-storey’s marvel boasting an open top and a bar area with a chic and on trend finish complementing the overall experience. This design characteristically chronicles the heritage of the Johnnie Walker® brand – enjoyed worldwide by those who appreciate that the journey to success is just as important as the destination.
“By engaging with consumers in an interactive manner we are able to take people on a journey that showcases ‘why Johnnie Walker Black Label is awarded as the iconic blend within the Johnnie Walker Family’. We bring to life the depth of flavour found in Johnnie Walker® Black Label through an interactive and engaging take on storytelling – which is not to be missed,” says Renika Papa, Marketing Manager: Johnnie Walker at DIAGEO South Africa.
Johnnie Walker® Ambassadors usher guests through the experience while highlighting interesting touchpoints on how the art of blending creates rich flavours. Johnnie Walker® Black Label is blended exclusively from whiskies bringing together flavours from the four corners of Scotland and matured for at least 12 years. The result is a rich, incredibly well-balanced, full of dark fruits, sweet vanilla and signature smokiness, liquid which is complex, deep and rewarding. Remarkably it is this showcase of versatility of the blend which enables one to drink the whisky in different ways to suit one’s pallet.
“Ours is a brand with a proud heritage of over 200 years of bold strides and progressive milestones that evolve with our distinguished consumers, both old and young,” continues Papa. “So, we thought, what better way to celebrate our journey with consumers then to invite them into a new tasting experience and showcase our own story in an interactive environment, while celebrating their success over an indulgent glass of Johnnie Walker® Black Label.”
To become part of this experience join us and relish in the flavor of Johnnie Walker® Black Label at Design Joburg 2017, Sandton Convention Centre, 12 to 14 May, for a taste extravaganza that will transport you into a world of all things Johnnie Walker®.