Wednesday, August 27, 2014


John Walker & Sons, makers of Johnnie Walker, have today kicked off a month of events that will demonstrate its continued commitment to progress with a series of bold and imaginative consumer facing that bring to life the super-premium credentials of its pinnacle blend; Johnnie Walker Blue Label.

That commitment begins tonight, in an exclusive showcase event at the historic and iconic Venice Film Festival, where The Gentleman’s Wager - a short film produced by the brand and starring Jude Law, will bring the opening day of the festival to a close.

Jude Law performing a dance routine in "The Gentleman's Wager"

Directed by British director Jake Scott and also featuring internationally acclaimed actor Giancarlo Gianni, the six-minute film tells the story of a wager between two men striving for personal progress through the quest for a truly rare experience. ‘The Gentleman’s Wager’ sees Law in the role of a man who, despite having the finest things in life challenges himself to strive for something that money can’t buy.

Speaking about the event Tanya Clarke, General Manager for Diageo Reserve Western Europe said: “We know that today’s luxury consumers are looking for more from brands than they have ever done before - they are looking for incredible crafted experiences as much as an absolute commitment to quality. The Gentleman’s Wager is a great example of how we in Johnnie Walker are seeking to create exactly that kind of experience for our consumers and we are incredibly proud to be showcasing it at the Venice Film Festival this year – it’s the perfect location and occasion to bring it to the big screen and the start of an immensely exciting month for Johnnie Walker Blue Label.”

Guests at the exclusive, invitation only event will not only experience the first showing of The Gentleman’s Wager film on the silver screen but will also have the opportunity to be among the first to enjoy a bespoke cocktail created especially to mark the occasion.

Crafted by Erik Lorincz, one of the world’s leading bartenders and winner of the 2010 Diageo Reserve World Class competition – a global search for the world’s best mixologist - the Gentleman’s Wager cocktail, named after the film, will be unveiled at the event and includes a rich, carefully balanced combination of Johnnie Walker Blue Label, Pedro Ximénez Sherry, Peychauds bitters, Poire William eau de vie and soda, to create an aromatic, sweet drink with just a hint of sharpness. Following the event this new signature serve will be available in a range of luxury bars and restaurants around the world.

During September, a unique London-based immersive theatrical experience, entitled ‘Symphony in Blue’ will challenge consumers to touch, think and talk differently about whisky and introduce a ground-breaking new way of telling the Johnnie Walker story of heritage. While later in the month they will sponsor the 2014 Ryder Cup at Gleneagles, bringing its pioneering and progressive story to life through an innovative and unexpected pop-up experience on the course.

Source: Fleet Street Communications