Tuesday, November 24, 2015


Diageo has today announced that its Johnnie Walker Blue Label blended Scotch whisky brand, is teaming up with The Whisky Shop at Piccadilly in London, to support its ‘Joy Will Take You Further’ global campaign, on the run up to Christmas.

The Johnnie Walker portfolio will be showcased within the Piccadilly store, with a branded shop front, featuring LED screens showing the newly launched Gentleman’s Wager II film, featuring Jude Law and Giancarlo Giannini.
The Whisky Shop on London's Picadilly

Consumers are invited to the store throughout December to enjoy a Johnnie Walker Blue Label one to one tasting, led by The Whisky Shop’s team of specialist whisky staff. The intimate sessions are designed to introduce whisky fans and those new to the category alike to Johnnie Walker Blue Label.

The brand’s new 20cl limited- edition gift box will also be available to purchase, alongside the highly sought after City Edition bottles, celebrating the London and Edinburgh skylines.

Commenting on the news, Nick Temperley, Head of Diageo Reserve GB, said: “We’re delighted to have partnered with The Whisky Shop, a company as passionate about whisky as the Johnnie Walker team here at Diageo Reserve. The relationship is perfectly placed help us position Johnnie Walker Blue Label as the ultimate luxury gift this Christmas. ”

To launch this activity, Johnnie Walker Blue Label has also partnered with Quaglino’s, a contemporary European restaurant and bar located in St. James’ at the heart of London,

The award winning bar team has developed an exclusive celebratory cocktail, The Blue Note, made using a hand crafted ice ball, 50ml of Johnnie Walker Blue Label, 25ml Lillet Blanc, 15ml Mandarin Napoleon and drops of Grapefruit Bitters.

The celebratory serve has been produced with the hope of reaching and interacting with both the on and off-trade channels during the most important trading period of the year.

Posted by Steve Rush