By Andrew Starke

Diageo Australia has launched an on-premise program for Johnnie Walker called ‘Adventure in a Glass’, designed to inspire, educate and reward consumers and bartenders alike with the Johnnie Walker brand story.

The program targets consumers through Johnnie Walker Tasting Sessions and bartenders through an incentive program called the Whisky Masters.

The Tasting Sessions will take place at 40 select bars nationally across New South Wales, Victoria, Queensland and South Australia from February to June 2010.

The Adventure in a Glass Tasting Sessions aims to increase footfall into on premise venues on weekdays with consumers encouraged to trade up into the higher margin spirits category.

Retailers will also have the benefit of a bonus cash injection of up to $1500 from the session ticket price.

A Diageo spokesperson said the program would be supported with media investment worth over $115,000 focusing primarily on the digital channel. 

All communication will link back to the Johnnie Walker website and Moshtix for ticketing purchases. Participating venues will also receive in-store POS suites.

The trade component of Adventure in a Glass is the Whisky Masters, a bartender mentoring and incentive program designed to educate and inspire bartenders on the whisky category and the Johnnie Walker brand.

It will offer two successful bartenders in 34 participating venues across New South Wales, Queensland and Victoria a trip to Scotland worth over $9,000.

“This is the first significant consumer tasting program Johnnie Walker has embarked on since the success of Journey of Taste and we are anticipating great interest in Adventure in a Glass,” said Diageo Australia marketing manager: whisky, Aude Parichot.

“We estimate this initiative will see 2,400 consumers sample our products over the five months, some for the first time. Our aim with Adventure in a Glass is to increase awareness of the category and the Johnnie Walker range to drive sales in the on-premise and increase venue profitability for our customers. The Johnnie Walker Whisky Masters will aim to inspire Australia’s best bartenders, our gatekeepers, to spread the passion of the Johnnie Walker brand.”

The Adventure in a Glass Johnnie Walker Tasting Sessions include tastings of Johnnie Walker Red Label, Black Label and Green Label, the history of Scotch whisky, the story of John Walker and the opportunity to mix cocktails for $25 per ticket. Go to from 18th January onwards for more details.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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