As part of our ongoing work with Johnnie Walker, we recently helped launch its limited-edition Blue Label Elusive Umami.

Crafted by Dr. Emma Walker (Johnnie Walker Master Blender) and 3-star Michelin Chef Kei Kobayashi

The Scotch whisky encapsulates the enigmatic taste of umami, a Japanese word used to identify the ‘fifth taste’.

To celebrate the global launch, we hosted immersive tasting events for media and influencers in Paris, Edinburgh, Singapore and New York.

With over 500 pieces of coverage and an audience of over 175 million, it’s up there with one of our most unforgettable launches to date.