a popular choice of blended Scotch whisky
for Asian celebrations with a press ad
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 ."