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Johnnie Walker: Keep Disrupting

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Disrupt SF
These days when people hear “TechCrunch Disrupt,” they immediately think of the Startup Battlefield scenes from HBO’s Silicon Valley. The HBO version, though, is a parody — the headline speakers at the real Disrupt are not startups, they’re CEOs like Salesforce’s Marc Benioff, Yahoo’s Marissa Mayer, Tinder’s Sean Rad and Mark Cuban.

This year Johnnie Walker joined this formidable lineup of innovators by bringing its innovative whisky portfolio to Startup Alley. Disrupt marks the first stop on the Tier 2 House of Walker tour, which brings elements of the larger experiential tour into pre-existing consumer events. The House of Walker tour has been running since 2005 and offers consumers a multi-sensory cocktail and mentorship experience through the different variants of Johnnie Walker.

At Disrupt, MKTG INC produced a booth featuring a bespoke cocktail bar serving Johnnie Walker Red label, Black Label and Double Black cocktails to startups and investors looking to take a break from the craziness. Stephen Wilson, National Master of Whisky, took consumers through an in-depth tasting of Johnnie Walker Black and Double Black. Johnnie Walker partnered with 3D printer Makerbot to create a “Keep Walking” award, given to the startup that best encompassed Johnnie Walker’s pioneering and forward-thinking spirit.

Huan Ho and Dan Ellis of Rallyteam walked away with the “Keep Walking” award. Rallyteam is an employee empowerment platform that helps employees find interesting internal opportunities that fit their skill set. Ho and Ellis received a 3D printed Keep Walking award, an engraved Johnnie Walker Blue bottle, and a complimentary 20-person private Johnnie Walker tasting.

After three exhausting days of pitching and networking, entrepreneurs left Pier 48 one step closer to making their dream a reality.

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