Johnnie Walker to give away 270,000 free drinks
Diageo-owned Johnnie Walker has partnered with nightlife discovery app Dusk to give away free Johnnie’s & Lemonades at UK venues.
The year-long partnership, which will see 270,000 Johnnie & Lemonades given away at participating UK venues, will tap into Dusk’s audience of 800,000 users.
The campaign is expected to drive £4 million (US$4.89m) in revenue for the venues involved via a 12.5% uptick in sales of Johnnie Walker Black Label.
Craig Watt, senior brand manager for Johnnie Walker, said: “For the past 200 years Johnnie Walker has been striding around the world with a mission to deliver delicious quality whisky to masses. This mission remains the same today and the new Johnnie & Lemonade serve will invite millions more into the delicious whisky category.
“We want as many people as possible to have the chance to try the sweet, spice and smoke of Johnnie Walker Black Label in a longer, refreshing-tasting drink.
“Dusk is the perfect digital partner to invite people to try this simple serve; providing consumers with inspiration and supporting the trade by driving footfall and boosting revenue for bars up and down the country.”
The collaboration aims to break down the ‘whisky barriers’ amongst drinkers that feel excluded from the category by highlighting a new way to drink the spirit.
“We’re tired of the rules around drinking whisky, so can’t wait to launch this campaign,” said CEO and co-founder of Dusk, Sophie Abrahamovitch. “We’re putting to bed this old-school notion that whisky needs to be drunk over a cube of ice, or straight.
“The new generation of drinkers on Dusk want a longer drink that’s less overpowering, but still full of flavour – the Johnnie & Lemonade is the perfect solution. All the message testing and real-time audience feedback we collect will be crucial as Johnnie Walker focus more on accessible serves.”
The Dusk app offers its users the chance to claim one free drink a day, as well as providing exclusive offers throughout the year.
The company offers digital activations and data-led sampling for brands at scale, and generates increased footfall for participating on-trade venues.
This week Johnnie Walker unveiled its Blue Label Cities of the Future 2220 series.
Last week it was reported that Diageo’s CEO received a £6.3m (US$7.7m) bonus following the company’s strong financial results.