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Coco Rocha fronts International Scotch Day
Diageo has recruited supermodel Coco Rocha and actress Freida Pinto to front proceedings of its inaugural International Scotch Day, taking place today (Friday 10 February).
Coco Rocha at Diageo’s cooperage in Scotland
The Johnnie Walker maker established the event following the success of its #LoveScotch campaign, for which Canada-born Rocha is a brand ambassador.
Speaking to The Spirits Business earlier this month, Nick Morgan, Diageo’s head of whisky outreach, said the concept aims to “recruit and re-recruit” Scotch drinkers and will see Diageo open its Scotland-based distillery visitor centres to the public free of charge.
In addition, Diageo will open the doors of its archive, located in Menstrie, Scotland, for the first time.
Social media engagement building on the #LoveScotch initiative, on- and off-trade activations, and the mobilisation of Diageo’s 30,000-strong global workforce will play key roles throughout the day.
Specialist bars throughout the world will also be taking part in the campaign.
“The introduction of International Scotch Day shows our confidence in the vibrancy of Scotch,” said Ronan Beirne, Diageo’s global marketing director.
“We are proud of the heritage, authenticity and quality of the category but we are also continuing the spirit of innovation and entrepreneurship by adding a new cultural moment and occasion to the calendar to continue to drive and evolve the future of Scotch whisky.”
Yesterday, Rocha took part in a photo shoot at Diageo’s cooperage in Scotland to promote International Scotch Day and today will be enjoying Scotch cocktails in some of Mexico City’s top bars.
“Personally, my favourite way to drink Scotch is a Johnnie Walker with ginger ale,” said she said. “But I’ll mix it up depending on my mood or what I am doing. If I’m going to drink, I like a nicely made quality drink, versus drinking too many.”
Likewise, Slumdog Millionaire actress Pinto is following her earlier appearances in Manila this week by fronting celebrations in Mumbai today.