Johnnie Walker Journey
Johnnie Walker has set up a tasting society to guide men through the world of their whisky's and modern life. Dedicated emails are sent out to invite suitable men to attend these sesseions shown above.
Here's a sample of the email:
"From sports metaphors to steak orders (black and blue, of course), you know how to talk to men in their language.
But your talent doesn’t make it up to the bar. His Johnnie Walker® perplexes you. You know it’s a whisky, but isn’t it a Scotch, too? And which label is the best one? Black? Red? Blue? (It may as well be Greek.)
Starting today through this Thursday, you can take the Johnnie Walker Journey at AmericasMart (at 250 Spring Street, building 3, 15th floor) and become an expert in no time.
Johnnie Walker invites you and three friends to experience all five of its Scotch whisky blends — including the legendary Johnnie Walker Blue Label. You’ll get cocktails and hors d’oeuvres while a Johnnie Walker ambassador teaches you the secrets to man-drink vocabulary. And in no time, you’ll know your single malts and pure malts from your blends.
R.S.V.P. for this exclusive event here and enter “Flavor” in the access code. The event is free, but the invitation is nontransferable, and all guests must be over 21.
You’ll leave The Johnnie Walker Journey an expert on the drink — and the art of man-speak.
And the next time you’re at a bar, you’ll do the ordering for him.
Go to journeyexperience.com to R.S.V.P. for the Johnnie Walker Journey."
On the site is a link to their "Striding Man Society" which gives members access to a range of services such as personalised bottles, e-cards and access to exclusive events.
This is a good way of bringing the upper marques to life and shows that Johnnie Walker is in touch with its consumers.