“You’re so close to that first sip, I can taste it….and I don’t have a mouth.” This doesn’t sound like your average whisky tasting? That’s right, it’s not. Today, Johnnie Walker Blended Scotch Whisky announces the launch of a new digital mentorship program, leading a new era of whisky education that can be enjoyed from the comforts of home for those of legal drinking age.
As the number one blended Scotch whisky in the world, Johnnie Walker continues to innovate in new and exciting ways. The launch of this cutting-edge digital mentorship program brings to life product credentials and over two centuries of heritage and blending expertise through a variety of unique experiences, developed in collaboration with Vayner Media, across Amazon Alexa, Facebook Messenger and a series of digital videos featuring award-winning mixologist Jeff Bell.
Through a progressive collaboration with Amazon, Johnnie Walker developed an innovative Alexa skill that allows consumers to experience the full Johnnie Walker portfolio and learn about the brand’s rich history. The Johnnie Walker Skill, now available for download via the Amazon Alexa app, is easily launched via Alexa voice activation on Amazon Echo, Echo Dot, Amazon Tap, Amazon Fire TV and more by saying, ‘Alexa, open Johnnie Walker’.” Alexa then cleverly guides participants through personalized tastings, recommends blends across the portfolio to appeal to a variety of palates, shares anecdotes from the Johnnie Walker history, provides practical whisky tips and recommends unique cocktail recipes, which can be downloaded electronically in the Amazon app to re-create at home. Thanks to Johnnie Walker, you can now sip and savor your whisky, while being entertained by the wit and playfulness of Alexa along the journey.
“We’re delighted to be collaborating with an iconic brand like Johnnie Walker,” said Rob Pulciani, Director, Amazon Alexa. “The Johnnie Walker skill dives deep into the world of whisky in a fun and engaging way through recommendations of blends, practical whisky tips and more–all just by using your voice. Now our customers can entertain at home in a unique way with the hands-free convenience of Alexa.”
Don’t have any whisky? Not a problem – the Johnnie Walker skill, with the help of e-commerce website Drizly, directs users to a retailer near their specific zip code.
To build upon the digital mentorship program, Johnnie Walker has also launched a one-of-a-kind bot for Messenger bringing whisky tasting and education right to your fingertips.
Using a mobile device, consumers can now visit JohnnieWalkerUS to chat live with the Johnnie Walker bot for Messenger, accessing unparalleled whisky knowledge. Whether you’re at the bar, at home, or on-the-go, you can consult the Johnnie Walker bot for Messenger to receive a guided tasting experience, whisky and brand knowledge, cocktail recipes, blend recommendations and where to buy.
With just a few clicks on your cell phone, Johnnie Walker is here for all of your whisky needs, including purchasing Johnnie Walker for gifts, hosting your own at home tasting or enjoying some world class cocktails. The Johnnie Walker bot for Messenger technology allows consumers to order product through ReserveBar to receive an engraved bottle for that special someone, collect all the ingredients in one package needed to mix up Johnnie Walker cocktail recipes delivered right to your door through Cocktail Courier, pick up a bottle or two for a tasting utilizing e-commerce website Drizly, or to find five local retailers nearest their zip code.
To round out the mentorship program, critically-acclaimed mixologist Jeff Bell, along with Johnnie Walker, orchestrated a unique series of videos highlighting fun tidbits, tricks, and whisky facts to get your feet wet in the world of Johnnie Walker. These videos help bring the Johnnie Walker mentorship program to life in a fun, witty manner and showcase the brand’s history, innovation and blending expertise.
In this video, Bell shares some quick tips on how to taste some of the nuances of whisky using Johnnie Walker Double Black as an example. By pouring a little into your hands, you can truly experience this nice, full-bodied smoky offering by simply rubbing it in and letting the alcohol evaporate – you’ll be left with a strong smoky BBQ sensation.
The long-form video of Bell hosting an in-depth Johnnie Walker tasting of the full portfolio can be viewed at https://www.youtube.com/user/JohnnieWalkerUS, and a variety of short-form videos will be released across Johnnie Walker’s various social properties throughout the year.
“Here at Johnnie Walker we are ecstatic to bring more people into the world of whisky through our new digital mentorship program,” Stephanie Jacoby, VP Marketing for Johnnie Walker stated. “It is important for our storied brand to stay competitive in an age where everything is digital. The digital mentorship program is a way for Johnnie Walker to showcase what goes into our craft, our blending expertise, and most importantly, our brand history of inspiring people to enjoy every forward step towards their pursuit of personal progress. These new programs with Amazon, Facebook and the digital video series help showcase the brand story, but now in a much more fun, playful way. This program redefines home entertaining and whisky education and allows our consumers to experience Johnnie Walker in a way they never have before.
Want to become a whisky pro? Just grab your phone, Amazon Echo or tablet and Johnnie Walker has you covered. It’s time to enter the world of whisky with Johnnie Walker and to please do so responsibly.
For additional information on Johnnie Walker, please visit www.johnniewalker.com. Stay up to date on the latest digital mentorship initiatives by following the conversation at @JohnnieWalkerUS on Facebook and Twitter and @JohnineWalker on Instagram.
About Johnnie Walker
Johnnie Walker is the world’s number-one selling Scotch whisky brand, representing the idea of personal progress for the many people who enjoy it in more than 180 countries worldwide. John Walker pioneered blending when he founded the business in 1820 and never looked back, growing it from a grocer’s own Scotch whisky into a stylish, global icon. It’s that same forward-looking perspective that drives the brand, and its consumers, today. The U.S. range of award-winning whiskies includes Johnnie Walker Red Label, Johnnie Walker Black Label, Johnnie Walker Double Black, Johnnie Walker Gold Label Reserve, Johnnie Walker Platinum Label and Johnnie Walker Blue Label.
For more information visit www.johnniewalker.com or follow us on Facebook and Twitter @JohnnieWalkerUS. #KeepWalking
About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us atwww.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
Follow us on Twitter for news and information about Diageo North America: @Diageo_NA.
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