Johnnie Walker launches global cocktail challenge

Diageo-owned blended Scotch whisky Johnnie Walker has announced the launch of a global cocktail challenge, which tasks bartenders with sharing their best concoctions made with Johnnie Walker Black Label.

Bartenders from across the globe are being given a chance to win a three-night immersive Black Label experience in Scotland, should their creation be judged among one of the four winning entries.

“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,” commented Johnnie Walker global brand ambassador, Tim Philips-Johansson.

To enter, bartenders should publish a public Instagram post displaying their creation, detailing the recipe and why Johnnie Walker Black Label is the ideal accompaniment to the serve. Posts must include the tag @johnniewalker and use the campaign hashtags #KeepWalking and #JWBlackLabe to be considered.

Entries close at 11:59pm GMT on 6 March 2023 and thee winner will be announced on 17 March 2023.

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, will select a total of four winners from the entries.

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

Read more:

Diageo unveils Johnnie Walker Black Label Sherry Finish

Johnnie Walker launches sweeter whisky to keep up with evolving market