JW targets Diwali with special pack
Published:  24 September, 2009

Diageo is to bring out a limited edition bottle for Johnnie Walker Black Label.

The special pack is being produced to mark the brand’s centenary and will be out in time for the Indian festival of Diwali and the start of the pre-Christmas sales period.

The launch will be backed by 3,700 retail POS kits, which will be available through 48 cash and carries across the country.

Each dept will have posters, display solutions and shelf barkers in a pyramid stand.

Retailers buying either centenary edition or standard bottle of Black Label will be entitled to the kits.

Rob Ward, Reserve Brands marketing manager at Diageo GB, said: “Diwail is one of the biggest occasions in the Indian community and a huge time of year for gifting.

“Last year’s celebration of 100 years of the striding man logo was very successful and with greater investment across the off-trade and more kits available, we expect this year to be even bigger.”




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Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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