Johnnie Walker ad complaint not upheld

The Advertising Standards Authority (ASA) has dismissed a complaint against a Johnnie Walker TV advert that claimed it was irresponsible because it encouraged immoderate drinking. The TV advert in question was for Johnnie Walker Black Label and aired on 25 November 2020. The advert began with a scene showing a bottle of the blended whisky and a glass just over halfway full with what looked like whisky, ice and an orange peel on the counter…

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Top 10 spirits marketing moves in December 2020

Some of the biggest marketing initiatives from the end of 2020 included a Captain Morgan challenge on Instagram, Buffalo Trace’s Whiskey Wednesday programme and Jose Cuervo’s Piñata Bar. December 2020 saw a number of brands up their game when it comes to marketing including Diageo, which unveiled new campaigns for Captain Morgan rum and Roe & Co Irish whiskey. Producers also highlighted their commitment to sustainability with Johnnie Walker pledging to plant one million trees…

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Top 10 spirits marketing moves in November 2020

From a Christmas tree made with Jameson bottles to the latest campaign from Wild Turkey and actor Matthew McConaughey, these were some of the most creative brand initiatives last month. Last month, brands unveiled their latest moves ahead of the festive period, including Jameson Irish whiskey and Yorkshire’s Spirit of Harrogate. To keep drinkers entertained at home with music and Highballs, Johnnie Walker partnered with Dua Lipa for the singer’s global Studio 2054 event. Meanwhile,…

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Johnnie Blonde whisky taps into long drinks

Diageo has unveiled a ‘sweeter’ Johnnie Walker Scotch whisky designed to be mixed in a bid to attract new consumers. The new Johnnie Blonde expression is made using wheat and fruity malt whiskies. Matured in sweet American oak, the resulting whisky is said to be ‘full of bright, vibrant flavour’ with notes of toffee, caramel and fresh fruit. The blended Scotch was launched to appeal to both current and new whisky drinkers. Diageo said the…

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Diageo outlines equality and sustainability targets

Johnnie Walker owner Diageo is aiming to achieve net zero carbon emissions and increase representation across its leadership teams through the new Spirit of Progress action plan. The Society 2030: Spirit of Progress plan has been developed to “make a positive impact on the world” over the next 10 years and features targets covering sustainability, diversity and positive drinking. Ivan Menezes, chief executive, Diageo, said: “As a global business, we are committed to playing our…

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