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Johnnie Walker debuts cocktail contest

Diageo-owned Johnnie Walker has unveiled its global cocktail challenge, which tasks bartenders with sharing their best recipes using Johnnie Walker Black Label.

Johnnie Walker Black Label
Entrants must showcase the brand’s Black Label whisky in their cocktails

Bartenders from around the world are invited to participate for the chance to win an exclusive three-night immersive Black Label experience in Scotland.

Johnnie Walker global brand ambassador, Tim Philips-Johansson, commented: “I’m so excited for Johnnie Walker to be launching this challenge which lets both professional and amateur bartenders across the globe explore and experiment with the Black Label blend to create unique drinks.”

To enter, bartenders must publish a public Instagram post of their own signature cocktail, including the recipe and reason why Johnnie Walker Black Label works perfectly in the serve.

Each post must tag @johnniewalker and use the campaign hashtags #KeepWalking and #JWBlackLabel.

Entries must be made between 5pm GMT on 16 January 2023, and 11:59pm GMT on 6 March 2023, with the winner announced on 17 March 2023.

Four winners will be selected by a judging panel, including Tim Philips-Johansson; Adrián Michalčík, World Class Global Bartender of the Year 2022, and Nick Tesar, the 2022 Australia World Class winner and winner of the World Class Johnnie Walker challenge.

Entries will be judged by aesthetics as well as recipe balance, creativity and flare, with one winner chosen from each of the participating regions: South and Central America; Asia and Australia; Africa; and Europe.

The winners’ trip will take place in May 2023 and include a behind-the-scenes distillery tour; a visit to the Diageo Archives; a deconstructed tasting of Black Label with Dr Emma Walker, Johnnie Walker master blender; and an invitation to enjoy an array of experiences at the brand home in Edinburgh.

The bartender challenge follows the launch of the brand’s new through-the-line global campaign, which launched in October 2022 with a new television and digital advertisement starring US actor Jonathan Majors.

The brand featured in three of The Spirits Business’ 10 most read stories of 2022.

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