Johnnie Walker has launched a new global campaign promoting the whisky highball, with its biggest ever investment in the serve.
“The popularity of the whisky highball is soaring right now – and it’s easy to see why. It’s where the ease and refreshing taste of a cool beer meets the colourful, visceral world of cocktails. And for those who think they ‘won’t like whisky’ it’s a real game-changer,” said John Williams, global brand director for Johnnie Walker.
The leading Scotch whisky brand has been championing the serve for some time through various means, which include installing highball bars at Taste festivals and as part of its partnership with F1, as well as through its involvement with top mixologists at Diageo’s World Class Bartender of the Year competitions.
“We’ve celebrated the highball at Johnnie Walker for the last few years, but with the trend for longer drinks on the rise, it feels like now is the right time to really explode the amazing possibilities which this category can offer,” Williams added.
As part of the new campaign, Johnnie Walker will focus on mixing the world-famous Scotch with five key flavours: peach, lemon, green tea, elderflower, or ginger – dubbed the Johnnie Walker Highball Collection and curated to recruit non-scotch drinkers into the category.
Allan Gage, founder of specialist drinks agency Sweet&Chilli who developed the Johnnie Walker Highball Collection, said: “This Highball Collection offers a real breadth of enticing flavours in an easy-drinking style, and Johnnie Walker is the brand blazing this particular trail. Highballs are the perfect choice right now for people wanting to explore bold alternatives to certain long-established cocktails, both at home and in the bar.”
The Johnnie Walker Highball campaign will come to life in cities around the world from July 2019 and includes new OOH, digital, experiential, in-bar and in-store activations, with a major focus on showing up in trendsetting neighbourhoods and cities.