Archive for the ‘Master of Whisky’ tag

House of Walker Delights Austin and NYC

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The House of Walker, Johnnie Walker’s traveling experiential tour, opened in New York City this December for the Holiday Season. This marks the second stop on the 2014/2015 tour after Austin, Texas.

Consumers began their night with a tasting of Black Label and Double Black with Master of Whisky Stephen Wilson. This year featured an interactive tasting table showcasing custom whisky content that complement the tasting experience. Following the tasting, guests were welcomed at the Red Label and Black Label cocktail bars, which offered cocktails created by some of New York’s best bartenders, such as:

Midnight Waltz
(Created by Pam Wiznitzer from Dead Rabbit)
.5  oz Johnnie Walker Double Black
.5 oz Johnnie Walker Black Label
.5 oz  Zacapa Rum
.5 oz Pedro Ximenez
1 bar spoon Demerara syrup
2 dashes Angostura bitters
2 dashes mole bitters

Stir and strain up in a coupe glass. Garnish with orange oils.

Drink You Away
(Created by Jessie Duré from American Whiskey)

1 oz Johnnie Walker Red Label
.5 oz Ruby Port
.5 oz Fresh Pear Juice
.5 oz Fresh Grapefruit Juice
.5 oz Maple Syrup
2 thick slices of Ginger
4 Juniper Berries
1 Cinnamon Stick

All ingredients steeped together for about 10 minutes and served hot in a tea cup.

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The Lion in Winter
(Created by Gates Otsuji from The Standard)
1.5 oz Johnnie Walker Red Label
.25 oz Licor 43
.25 oz Fresh Lemon Juice
.25 oz Simple Syrup
2 dashes Angostura Bitters
(optional: .5 oz Becherovka)

Shake all ingredients and strain in a rocks glass

After sampling Johnnie Walker’s lower marques, guests were encouraged to explore the higher-marque lounges, including the Platinum Label area, which was lit like a photo shoot.  After sampling Platinum, a second Master of Whisky took guests through an intimate tasting while a photographer took candid photos for easy sharing through RFID card. A separate room was dedicated to Gold Label Reserve, which featured high-energy music and was housed in an illuminated Scotch-and-Soda bar offering three custom soda recipes (spicy, savory and floral) specifically created to complement Gold Label Reserve’s flavor notes.

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The night hit a crescendo with a Blue Label Tasting and Flavor Conductor performance**.  The Flavor Conductor was engineered to influence the perception of taste through a multi-sensory performance including sound, projection mapping and sampling. Twice a night, Johnnie Walker Global Brand Ambassador Tom Jones and well-known organist Simon Little took the stage to give an unforgettable musical Blue Label tasting experience. As in past years, Johnnie Walker partnered with Meridian Audio, Fever-Tree Ginger Beer and Perrier Sparkling Mineral Water, all of which were showcased throughout the House.

This year’s House of Walker was a mixture of guided mentorship and self exploration. Each variant’s personality was brought to life in a unique way to portray the brand story, while allowing guests to enjoy a night out with their friends.

**The Flavor Conductor was concepted by Bompas & Parr Agency as a Johnnie Walker Global initiative. This instrument will tour the globe as part of a larger activation titled “Symphony in Blue.”

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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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Keep Walking, Miami

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HOWOn our third leg of a four-city tour, House of Walker passes through the trendy streets of Miami, FL and inspires consumers to KEEP WALKING. Over 14 nights, 2,100 guests were invited into the House of Walker to experience the worlds leading Scotch whisky. These guests enjoyed Johnnie Walker whisky in an interactive and upscale setting while they discovered the brand’s pioneering spirit. Each night, the House of Walker featured a special guest as we celebrated influencers who are taking their “next step.” 

During a Q&A session of the evening lead by Master of Whisky, Stephen Wilson each spotlighted guest shared personal stories of how they are inspired to keep walking on their journey, as John Walker did in his exploration with whisky. The House hosted many talented guest but a few who stuck out included Jason Hardi, pioneer of the innovative smart headphone, Muzik; Alexander Mijares, one of South Florida’s most vibrant and promising artists; and musician, broadcaster, and digital media influencer, Derrick N. Ashong.

The House of Walker also brought to life nearly 200 years of monumental moments in the brand’s history by showcasing the craft blend, the brand’s globalization and the innovation of the bottle design.

If you were not lucky enough to experience the House of Walker in Miami, don’t fear, as we will take our next step on the tour to sunny Venice Beach, CA from March 26th – April 19th. We hope to see you there. Cheers and KEEP WALKING.

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F1 “Joins the Pact”

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MG_0012_1Photos by: Casey Pinckard

Johnnie Walker is racing to gather 1 million commitments from race fans  to ‘Join The Pact’ and pledge to never drink and drive. To honor these commitments, the brand is also pledging 1 million kilometers of safe rides home at F1 races all across the globe.

At the Circuit of the Americas in Austin, The House of Walker welcomed 835 guests in five days to sign the social responsibility pledge, with Master of Whisky Stephen Wilson on hand to give personal whisky tastings.  Austin bartender Chris Bostick created bespoke cocktails with the help of Lucas Dimitri’s hand-chipped ice.

The House of Walker opened up with a day of training for industry professionals, led by Richard Boccato, as they explored the history and importance of ice to elevate serves of Johnnie Walker. That session was followed up with an industry-only night for 132 top professionals in the Austin area.

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On media night, McLaren team driver Sergio Garcia arrived at The House of Walker to sign the ‘Join the Pact’ pledge wall and talk to 160 media and guests about responsible consumption. At the evening’s conclusion, Sergio personally drove three lucky guests home in his own Mercedes as other guests received a safe ride from the fleet of branded sedans.

Special House of Walker guests – DeMarcus Ware of the Dallas Cowboys and Adam Richman from Man vs. Food – were in attendance and with some impromptu social media banter, the special guests reached more than 4.2 million people.

F1 fans also had the opportunity to join the global pledge throughout race week at 30 on-premise events and ten dedicated retail displays in and around Austin.

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