We’d like to introduce you to the Johnnie Walker Vault. An exclusive, immersive experience where Scotch whisky becomes deeply personal. A gateway to a world of creative blending and artistry. Truly, a new era in the art of blending, signalling a new legacy in luxury Whisky creation.
Each Johnnie Walker Vault blend is a narrative in itself – crafted by Master Blender Emma Walker from a selection of 500 of the rarest Scotch whiskies curated from the 10 million casks under her care. Those lucky enough to be invited within the Johnnie Walker Vault – a subterranean treasure trove hidden under Johnnie Walker Princes St in Edinburgh – receive a hand-blended expression that translates their life stories, experiences and journeys into something tangible.
Building on more than 200 years of pioneering craftsmanship, the Johnnie Walker Vault is the most ambitious expression of blending artistry yet. And such ambition requires equally spellbinding storytelling to bring it to life.
Launching in all the right places
We were lucky enough to be Johnnie Walker’s lead global communications agency on the Johnnie Walker Vault launch, bringing our experience and commitment to generating culturally enduring ideas in the luxury space.
Through bespoke experiences for journalists across Lifestyle and Whisky press – providing unprecedented access to the iconic Johnnie Walker brand – we were able to share a narrative filled with wonder and awe, earning comprehensive coverage from standout titles ranging from The Times to Tatler, Esquire to Gentleman’s Journal, Spear’s to The Spirits Business.
One particular piece with Times Luxx saw award-winning journalist and drinks expert, Joel Harrison, offer a detailed look behind-the-scenes at the creation of his own personal blend citing it as ‘a journey through time and tastes’.
Elevating through Couture Expression
With excitement levels established through the official launch, we kept the conversation enduring through three major cultural moments that drove earned media and social buzz.
We kicked off with the launch of Couture Expression, the inaugural limited-edition release from the Johnnie Walker Vault, co-created by Johnnie Walker Master Blender, Dr Emma Walker, and the acclaimed French couture designer, Olivier Rousteing.
Facilitating in-depth interviews with Olivier, we worked with our agency partners across key markets to secure coverage in leading fashion, lifestyle and drinks media such as Grazia, W Magazine, GQ, Whisky Magazine and Essence.
We also amplified the collaboration across all Diageo owned social media channels and announced it to the business via Viva Engage, ensuring internal communications remained a key component of our strategy, not an afterthought.
The VIP Moment
But what’s a launch without a party? The next step was a Couture Expression celebration for VIP guests, media and internal stakeholders, followed by a cocktail party for 150 guests.
Hosted by Olivier Rousteing and Emma Walker, the event welcomed guests including Hunter Schafer, Nicky Hilton, Lupita Nyong’o and Stormzy to New York City, with immediate coverage in global media and a front cover story on WWD – a first for Johnnie Walker.
On the ground we hosted international media, supported with managing content shoots for Vogue and Tatler Asia, facilitated interviews with Olivier, and manged all internal stakeholders with briefings and scripting.
A Final Fitting
Speaking of VIP, it doesn’t get more exclusive than the Met Gala, which is where our Couture Expression journey headed next. A partnership with Priyanka Chopra Jonas saw Johnnie Walker go behind the scenes of her final fitting with Olivier Rousteing for fashion’s biggest night, with social posts shared to Priyanka’s 92.4 million followers.
A content partnership with Vogue secured coverage in the perfect place at the perfect time, whilst a Getty Photoshoot ensured further press activity for our partner markets.
Where do you go from the Met Gala? Well Johnnie Walker still has more than a few tricks up its sleeve. And we’re proud to be walking with them on the journey. With new press engagements in new cities and further proud partnerships being brought to life, this is the ultimate showcase for the ultimate expression. An enduring experience that stands the test of time.