Johnnie Walker joins Diwali

17 October, 2008

Johnnie Walker is hoping to strengthen its position as

a popular choice of blended Scotch whisky

for Asian celebrations with a press ad

campaign and

limited -edition bottle.

Brand owner Diageo will mark the beginning of the festive season, which starts with Diwali on Oct 28, with the release of the Johnnie Walker Black Label Limited Edition Centenary pack.

Promotional activity in independent retailers

runs from this month, including new POS kits with the tagline Celebrate Generations of Pioneering Spirit. Ads will also appear in key Asian media.

Whisky brand director James Pennefather said: "Diwali is one of the biggest events on the Indian calendar and gift giving plays an important role.

"Johnnie Walker Black Label is a popular and established brand within the Asian community and this campaign will raise awareness and expand its reach among

this key audience ."




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Richard Hemming MW: beware inverse snobbery

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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