Scotch whisky brand Johnnie Walker has expanded its “An Evening with Johnnie Walker” program with a larger presence in major cities. It has also launched a campaign to promote its in home events that involve private tastings and quick courses in Scotch and its history.
The program launched in Edmonton and has expanded its scope from 30 to 50 kilometres outside downtown Toronto, Montreal, Calgary and Vancouver.
“We’ve seen through the demand of the program over the past couple of years that consumers are continuing to crave these types of experiences with brands,” says Mark Phillips, brand manager, Scotch portfolio at Diageo Canada. “We just felt that there were untapped opportunities across the country that we need to capitalize on. We’ve seen demand from consumers that want the experience.”
An Evening with Johnnie Walker began as a pilot in Canada in 2014. Canadians can host up to 15 guests in their homes for a tasting experience under the guidance of a Johnnie Walker brand ambassador. At each tasting, ambassadors arrive with product in-hand and all of the tools necessary to guide groups through a premium scotch tasting experience that is catered to both novice and veteran scotch drinkers.
To promote #JWatHome, Johnnie Walker has created the Instagram page JohnnieWalkerCA. It is also supporting the program through paid media with 15-second pre-roll videos on Google, Instagram and Facebook promotion, and print advertising in Sharp and Air Canada enRoute magazines.
“We’re already seeing bookings pick up as a result of that,” Phillips says.
More than 20,000 Canadians have received mentoring and the brand is looking to add another 12,000 consumers this year, he says.
The purchase intent among consumers who have taken the program is about 85%, according to post-event surveys and open-ended questions.
Phillips says Johnnie Walker is expanding the in-home experience out-of-home with various partnerships, including mentorship sessions in conjunction with events at Burberry stores. Johnnie Walker is looking for additional “likeminded” brands that reach similar demographics
The Juggernaut created the 15-second ads, while Grip handles social media. A&C handles media relations, project management and strategic planning.
