Crave Global and Johnnie Walker reinventing whisky as we know it

The world’s biggest selling whisky brand Johnnie Walker has partnered with Crave Global to give the beloved spirit a fresh makeover for a younger consumer.

“We’re recruiting the next generation of whisky drinkers, by evolving the brand and welcoming a bold new chapter in the Johnnie Walker journey,” says Johnnie Walker Senior Brand Manager, Tim Norman.

“We are here to disrupt perceptions of what people may think our whisky should be and to let them know that change is here, and we will continue to change as a brand.”

Crave Global is delighted to be given this opportunity to change up such an influential brand, and recruit a new demographic of whisky drinkers.

“The campaign embraces the spirit of #KeepWalking by engaging kiwi’s to enjoy the taste off new, through a series of events that challenge the status quo and educate consumers about the versatility of Johnnie Walker, as the perfect spirit for a new type of highball cocktail,” says Hadleigh Averill, Crave’s Executive Creative Director.

This integrated campaign will see the brand come to life through PR, Influencers, Digital, onpremise activation and two electrifying events that celebrate diversity and inclusion.

House of IMAN, an international ballroom collective will take Auckland by storm on May 20th with an exclusive party at Imperial Lane, celebrating the pioneers of New Zealand’s vogue community.

Jaycee Tanuvasa, Mother of the House of IMAN, says she is “thrilled” to be partnering with the iconic Johnnie Walker brand.

“It is wonderful to see them embracing the diversity that we always aim to encapsulate in our events and projects,” she says.

Johnnie Walker is also partnering with After Dinner Club on May 27th at Broken Lantern for a unique, sensory-exploring food and whisky cocktails experience.

The house music social club was created by two long standing music and fashion tastemakers DJ Mac Mylo and Marc Moore of Stolen Girlfriends Club. The duo created the concept after noticing a gap in the market – there was nowhere to kick on after dinner with mates.

“We felt a huge synergy with Johnnie Walker and wanted to partner with them as we feel their fresh new approach speaks to change and the evolving nature of our art form,” says Moore.

Both events will serve bespoke unexpected Red and Black Johnnie Walker Highball Cocktails that will bring whisky to life in a new way, including Johnnies & Elderflower, Johnnies & Lemon and Johnnies & Green Tea.

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